Casey Donovan latest celeb to front Coles’ Down Down campaign
Australian Idol and I’m A Celebrity winner Casey Donovan performs a disco version of Coles’ Down Down jingle in a new price-led campaign for the supermarket
Created by Ted Horton’s agency Big Red, the new Down Down ad sees Donovan wearing sparkling red while promoting savings on pasta.
Launched in 2010, Coles’ successful Down Down campaign has regularly featured ageing British rockers Status Quo since 2013.
The new campaign signals another push by Coles to communicate its ongoing message that its prices are cheaper than its rivals. It will highlight price cuts on the San Remo pasta range and Coles Ultimate Chocolate Chip Cookies.
McDowell: Emphasising “value right across the store”
Simon McDowell, chief customer officer at Coles, said in a statement: “Casey is one of Australian’s favourite entertainers so she’s a perfect fit for her to lead our campaign and bring her unique sound and personality.
“We know families are shopping on a budget so they need to get value right across the store. Pasta is a go-to for many families that are busy and on a budget so we hope by dropping prices by up to 25 percent we can help make a real difference to their shopping bill.
“As our Coles Ultimate Chocolate Chip Cookies are the best-selling chocolate chip cookie in Australia, we decided to drop the price so more people can get a taste for less. ”
Donovan said in the statement: “I feel honoured and privileged to be the new face of Down Down at Coles.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Hi all I won’t to say is that casey looks nice in red it suits her better than jungle green
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Casey who? why does coles waste money like this?, no wonder they are on the ‘down’, put the money where it will make return on investment like hours into the stores so workers can do their jobs effectively and efficiently
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Coles: “We need to find the new face of Coles!”
Casey Donovan: “I’m free”
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this latest add really annoys me so much. to the point that I will not be shopping at coles no matter how good the prices. Give me Aldi they do not scream at you just give the specials in a normal maner.
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Disrepect to Rick Parfitt from the Quo, only been dead 5 months
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The down down ad was bearable with Status Quo but its dead and should be put “down”. This new ad is so annoying. The only good thing about it is I can use the ad time to leave the room for a toilet break.
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I switch channels when this ad comes on,cant stand her shrill voice
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Will not be shopping at Coles anymore.!!
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Make it stop
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For me, some adverts really put me off the store/product. This is one of them. My family has never heard of Casey but its not just the shrilly voice. Coles, you need to be more inventive on your ads, not keep running the same. But don’t do what AAMI do. I have sworn never to use them in my life. Absolutely had a gutful of their moronic ads. We’ll keep going to coles but not because of this ad.
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Casey who? She is another irrelevant wannabe. Most annoying ad on TV. It has driven me from Coles into the arms of IGA
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I agree! Annoying, please take it off…
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Casey ramped up a very popular following during IA Celeb. Ironic then, the commentators here who are presumably from the industry asking “Who?” She’s a need to know. Seems an astute move for a Supermarket with a wide audience to reach, to choose a ratings queen to match!
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Casey Donovan has a great storyb& a great voice… butcompletely wrong song choice with Coles Down Down… sad she has to resort tonrhis for income.. sounds terrible.. completely annoying.. does nothing for rhe career of a talented Australian battler ??
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Nothing against Casey having a go but Coles needs to ditch Down Down altogether. Always been horrible
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Such a bad ad. Casey’s facial expressions and voice is annoying. I wouldn’t even call it “singing” as she is only saying the same word over and over again.
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Yeah give us Aldi with their fake foreign accents.
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What is with that weird mouth expression she uses?
I just cannot watch. And the voice?……oh dear
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i think that this is just funny
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Who is the former Young Talent Timer who features in the latest Coles ad too??
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I like the bit when that guy said this add is even more annoying than the last because it is Annoying Coles really need to scrap the Down Down
Compare it to Samantha Jade in the wooliths add sure I questioned it but at least Samantha Jade has talent and they scrapped the cheap cheap add straight afterwards and did not go on for 5 bloody years sorry for my language
This on the other hand has been And I hate it
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Oh, this commercial is fabulous.
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Didn’t know who she was. Had to Google the ad.
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Thank goodness that hearing aids have switch off button
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This add is utterly appallingly. …it is not clever, funny or creative. Epic fail on all levels.
coles you have lost me as a customer.
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Atrocious piece of advertising. Neither me or my partner had any idea who it was and the singing style was abrasive and aggravating. We just change channels ad soon as it comes on.
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The most annoying advert on current television, it instantly makes me want to forcefully shove knitting needles in my ears, whoever is in charge of the ad campaigns at Coles really should be let go and replaced with a younger, innovative team of people with fresh ideas and not this type of lame, deliberately annoying 1990s style of advertisements, seriously whoever these high paid ad execs are I think for the betterment of the company they should step down and find another calling in life. It’s not just my opinion as I have talked to work colleagues, friends and family and I have heard numerous times that they are not going to spend their cash at Coles anymore and go to Aldi or Woolworths. Please ad execs, for the sake of the company, stop being selfish and walk away.
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I can not stand the Coles add its loud awful and late at night so down down and loud….get rid of it….awfullllll
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I really don’t like making negative remarks about anybody, but I believe Coles has made a mistake pairing Casey with the “down down” song. Her voice has changed a cheerful jingle into something that is literally painful to my ears.
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Hate being screamed at! I know she can do better, volume isn’t everything!!!!Turn off the channel whenever it’s on, just grates!!!!
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I no longer shop at coles because of this ad
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The dude in the back of the add shows how everyone feels about her, a creep standing behind you.
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