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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.

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.”

Miranda Ward

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