Coles focuses on ‘everyday’ lower prices in new campaign
Coles has responded to Woolworths ‘Cheap, Cheap’ marketing initiative with a new campaign focusing on everyday lower prices as opposed to short-term promotions.
The campaign, created by Big Red, sees customers speaking to staff members about prices of certain products, with the words ‘every day’ repeated continuously throughout the spots. The new spots feature a variety of typical Australians from families to older couples.
https://www.youtube.com/watch?v=kIWz9NXa62g
The strategic shift follows the supermarket giant ditching its Status Quo song in ‘Down, Down’ ads in August and can be seen as a response to Woolworth’s ‘Cheap, Cheap‘ positioning launched in September which focuses on specials.
However, the new tagline does not signal the end of the supermarket’s iconic ‘Down Down’ line, with it clearly visible in the ad on signs within the store.
Coles managing director John Durkan told the AFR: “As we lower prices we’ll use Down Down to signal we’ve dropped prices but…we are certainly moving more of our pricing to trusted pricing every day,” he said.
“In expandable consumption areas like confectionery it’s still likely we’ll run a significant promotional campaign – it won’t be one size fits all.”
https://www.youtube.com/watch?v=UZRPgIEHuUk
https://www.youtube.com/watch?v=5sfglUFHnnI
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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How often do you reckon we’ll see this ad.
Every day?
Every version.
Every day?
Every version and maybe more than once.
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I thought the Coles yoghurt was $3.50, so Coles have actually raised the price?
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So every tub of yoghurt, no matter what size is the same price, what about the little tubs?
You can’t say every tub, I see more trouble ahead.
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