As the Oasis reunion takes over Manchester – and the wider cultural conversation – brands are responding with creativity, wit, and a sense of place. Jordan McDowell, Head of Strategy at McCann Manchester, explores how brands are turning this once-in-a-generation moment into marketing gold…
Let’s get one thing straight: this isn’t just another band reunion. This is Manchester mythos in motion. For brands that understand the value of culture (not just riding it, but participating in it) Oasis’ return to Heaton Park is a once-in-a-generation opportunity.
Because when cultural gravity shifts this hard, you don’t wait for the strategy deck. You show up, craft something brave, and say it like a local. This kind of activation gold doesn’t come around often. It’s hyper-local, but with a ripple that’s international. And most of all, it lets brands speak human, in a voice borrowed from a city that never lost its swagger.
And credit where credit’s due: some brands are smashing it. Here are some of my favourites, lacing up their Sambas and stepping into the ring.
Aldi’s Champagne Supernova
In a move that’s both cheeky and charming, Aldi has rebranded its Bury New Road store to “Aldeh,” a nod to the Gallagher brothers’ distinctive Mancunian drawl. Inside, shoppers are clamoring for the limited-edition “Champagne Supernova,” a £14.95 bottle of bubbly that’s been flying off the shelves and when they got to the till, they were greeted with friendly Manc banter: “Ey up, that’s £15.99, la?” an unexpected touch.
A new Manchester Metrolink Tram Announcer
Transport for Greater Manchester teamed with Liam Gallagher to drop four unique voice announcements at the Heaton Park tram stop: “The next stop is… Heaton Parrrk. Off you go.” One tram even wears a full-on Liam wrap rolling cult monument, not just pub journey upgrade.
Adidas x Oasis: A Match Made in Britpop Heaven
Adidas has teamed up with Oasis for a 26-piece collection that channels the band’s ’90s swagger. The pop-up store in Spinningfields is a shrine to Britpop fashion, offering everything from classic three-stripe trackies to bucket hats that would make Liam proud.
Berghaus Brings the Sunshine
Outdoor brand Berghaus is celebrating the homecoming gigs with a social campaign that follows a character searching for the “perfect” sunny spot in Manchester. Featuring cameos from local legends like Bez of Happy Mondays, the campaign is a love letter to the city’s unique charm and style. In addition, the brand has relaunched its iconic Trango jacket, worn by Liam during Oasis’ 1997 “Be Here Now” tour, embedding it in Britpop iconography.
Joseph Holt’s Hop and Roll Star
Local brewery Joseph Holt is raising a pint to Oasis with its limited-edition “Hop and Roll Star” beer. Available in pubs around Heaton Park, the brew is part of a series of events and activations that include all-day parties and free bucket hats, a must-have accessory for any self-respecting fan.
The City Embraces Its Musical Heritage
From the Central Library’s “Oasis Live 2025” flags to themed menus in Chinatown, Manchester is embracing its musical heritage with open arms. It’s a far cry from the city’s historically reserved approach to its cultural icons, signaling a new era of pride and celebration.
