Coles chooses Matt Skinner to front another booze brand – Liquorland
Matt Skinner, helping you drink better
Coles has released a new summer ad campaign for its low-price booze chain Liquorland.
The campaign is part of a push to raise the profile of Coles’ alcohol retail brands – led by new liquor marketing chief Cameron MacFarlane – to match the broad exposure of the Coles supermarket brand.
Coles kicked off a major marketing offensive in October with a campaign for First Choice featuring wine expert Matt Skinner as brand ambassador. Skinner is also fronting Liquorland’s summer campaign.
When Coles launched its summer campaign for First Choice Liquor in October, it used roster creative agency Big Red – which is behind Coles’ supermarket brand advertising. Although MacFarlane did not rule out working with other agencies for Liquorland and Vintage Cellars, Big Red was also used for Liquorland.
A new campaign for Vintage Cellars is expected to break around Christmas time.
The first ad for First Choice featuring Matt Skinner:
Matt Skinner? When I saw the press ads I thought it was NRL footballer Nathan Hindmarsh. Who is Matt Skinner anyway?
mate of Jamie Oliver. Wine guy. Does the whole Gen Y deliberately overly casual schtick (wine = gear, juice, etc). Got a bit well known when it briefly looked like sommeliers might become as cool as chefs. He’s ok.
Don’t you know Matt Skinner? He’s that guy in the new First Choice Liquor ads…
Thought it was Hindmarsh too. Sounds like Bill Granger, though.