Asda back pocket tap inspires Coles
Dr Mumbo has previously reported how Indonesian supermarkets have been looking to Coles for inspiration for ads, but Coles itself may be looking to UK retailer Asda for inspiration…
UK readers will know the famous 30 year ASDA hip pocket ad campaign, which the brand retired in 2007 but brought back in 2009.
Coles’ new ad, created by Big Red, appears to have some remarkable similarities with its British counterpart:
If you’re not familiar with it, here’s an ad from Asda…
And you can see the signature move at the end of this ad…
https://www.youtube.com/watch?v=78pa3OMrDI0
Dr Mumbo was also interested to note that Coles have been looking to Asda for inspiration for a while now, hiring former boss of the UK retailer Archie Norman in 2007 as a consultant to assist with the Coles turnaround.
It was Norman that assisted in the hiring of Ian McLeod as CEO. Former Asda employee Gavin Parker also works for Coles as store format development manager.
I can hear the meeting they had now:
“Wot?…..Wot?….No one will notice it is the same as back ‘ome…….know wot I meaaan? We are ‘ere to edukate the great unwashed colonial convicts. More of the lads are on their way from the UK too. Too easy!”
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Just shoes how lazy big agencies have become when it comes to creativity in Australia
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What branch of Coles is that? My local store is very dull by comparison.
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Remember you pointed out how they do this with home brand packaging, too:
https://mumbrella.com.au/the-amazing-coles-product-lookalikes-58924
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Michael it just shows how lazy you have become not spelling correctly!
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I think it’s interesting that Big Red are turning to the UK for their inspiration. First Jetstar / Easyjet and now this
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Coles Marketing is filled with British expats – they’re taking over the place. British accents are now commonplace on Level 2 at Tooronga these days.
Re-hashing their British supermarket success stories is exactly what these folk were brought over to do.
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Seriously who pays cash at Coles these days. I know its an ad and not supposed to be literal but feels lazy, demeaning and dated.
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The race to the bottom of supermarket creativity continues…
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