Coles drops prices further with ‘Deeper Down Down’ campaign

Coles is dropping the prices of a number of household brands promoting the cuts with an adjusted ‘Down Down’ campaign, ‘Deeper Down Down’.

The new campaign, created by Big Red, begins in a staff meeting introducing the ‘Deeper Down Down’ concept before moving into the more familiar Status Quo sing-along ads, with the lyrics adjusted for the new ‘Deeper Down Down’ slogan, complete with hand guitars and a mum poking fun at complaints about past ads being annoying, quipping “saving money is never annoying”.

Coles COO John Durkan said: “Coles’ commitment to lower prices for Australian families is stronger than ever. Down Down is a commitment that our customer’s trust, but we are constantly looking for new ways to invest even more into keeping the cost of living down.

“Together with some of Australia’s favourite brands, we are offering our customers Deeper Down Down prices. This means pantry staples that are already on Down Down will have their price reduced even further – with discounts up to 34 percent on brands including Nescafe, Lipton and Sanitarium.”

Coles is also introducing a number of new products to the list of ‘Down Down’ prices across the store, including Uncle Toby’s Oats and Huggies Bulk Nappies.

“Down Down is a price commitment for six months, yet the new campaign highlights that this is simply a minimum requirement and in reality, many products have been held at the lower price point for over two years. Now rather than the price heading back up again, Coles takes them even Deeper Down – because we know low prices make a big difference to our customers,” said Durkan.


  • Creative: Big Red
  • Print: Whippet
  • Media: MB3

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