News Coles brings The Wiggles into the fray March 25, 2011 6:25 by Tim Burrowes 10 Coles have rolled out its latest weapon in its war with Woolworths – The Wiggles. The children’s entertainers are fronting the latest offering from Coles which focuses on discounted nappies. It offers 108 Wiggles-branded BabyLove nappies for $27. The moves comes a week after Woolies launched a price offer on nappies. The ad was so heavily promoted it was recorded by Ebiquity as the second most played primetime metro ad last week. Recent weeks have seen Woolies and Coles go head to head on several fronts. The supermakets have done battle of milk and beer prices, while Woolies has used celebrity chef Margaret Fulton to pour scorn on the Coles $10 meals. Woolies also launched Rocky-themed ads featuring shop staff in green boxing gloves in response to the giant red hand sported by Woolies staff. The new ad for Coles sees the Wiggles get the giant hand treatment. Tim Burrowes Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. topics Advertising, Coles, Wiggles, Woolworths Share Tweet Share Comments: 10 Add Comment BJW 25 Mar 11 This story needs a complete re-write – You have ‘Woolies’ and Coles all over the shop. – PTP.. Reply craig 25 Mar 11 How much longer is this going to go on before there’s a class action from corner stores for anti-competitive behaviour? Reply dave 25 Mar 11 cigarettes and beer for 10 year olds will be next Reply Anonymous 25 Mar 11 Aren’t The Wiggles rich enough already? Reply naomi 26 Mar 11 thats it for me and the wiggles…low Reply nickatnights 26 Mar 11 It’s so interesting to see Woolworths imitating a resurgent Coles. In the last week alone they have used a green boxing glove (instead fo the red hand) and started Fulton’s recipes (in response to Curtis Stone’s food). C’mon Woolies – get back to leading. Stop following. Reply GH 27 Mar 11 genius, it’s interesting to see woolies is now the follower…but i’m not under estimating them, they are still making a s**t ton more $$$ Reply Anonymous 28 Mar 11 Ban the coles Ads!!! Reply retail man 28 Mar 11 Do you work at Woolies 3:25? Reply Ella 28 Mar 11 Sing along: “Down, down, Wiggles’ reputation is down!” Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 60 Comments How to Ritson: A beginner’s guide to denial, dismissal & downplay 43 Comments Outsiders by name, outsiders in the ratings 23 Comments Calling bullshit on the internet 101 23 Comments Mark Latham, Rowan Dean and Ross Cameron land Sunday morning ‘Outsiders’ show on Sky News 22 Comments Cash for client access: a new low for media?