Truth and Dare Innovation

Lidl has created a new Advent calendar purposefully designed for those people who struggle with patience and would rather eat their chocolate all at once. 'The Day One Advent Calendar', has been made for those who can’t resist tearing through all doors on the first day.

It follows consumer research commissioned by Lidl, which revealed that over half of Brits (53%) admit to eating more than one day’s chocolate at a time. Under-30s were proven to be the biggest chocolate offenders, as 72% confessed that the temptation is too hard to resist.

Is there an opportunity here for the established brands - re-purpose their everyday bars, creating pre-Xmas anticipation without all the fiddlyness and complexity of producing a 24 day calendar?