Seventeen years after his death, Dutch folk singer André Hazes is still as popular as he ever was. In fact, he has become an evergreen commercial hit: a book, movie and musical have all been extremely well received by his fans.
So, there were no hesitations for supermarket Lidl in the Netherlands to launch an exclusive clothing line on the date of his birth. In collaboration with the singer’s widow, Rachel Hazes, a one-time-only collection was developed in celebration of what would have been André Hazes’ 70th birthday.
Creating the perfect fit André Hazes collection
Partnering with CreatorsDock was the next step in the actual choice and design of the André Hazes merchandise. Based on the concept that Hazes and Lidl are a perfect fit – André Hazes being a man of the people, as is Lidl – any merchandise was to also be a perfect fit for André Hazes fans who frequent the stores.
Working closely with Lidl, we at Creators Dock, did some creative thinking about what items should be featured in the André Hazes collection. It was to be a collection that reflected the singer in every way. Besides pants, shirts and bathrobes featuring the printed silhouette of André Hazes – with characteristic black hat and sunglasses – the collection also included bath towels, kites and beer bags with song lyrics printed on them.
Design, packaging and more
And, importantly, we were responsible for the overall design, as well as the product and packaging concept. Last, but not least, we made sure that Lidl supermarkets were supplied on time, ensuring André Hazes fans would not be disappointed.
The collection was sold out in just a few days!