Coles moves strategy away from ‘Down, down’ to ‘Good things’ platform

Coles has unveiled a new marketing platform that moves away from its Status Quo-fronted ‘Down Down’ ads to the new positioning of ‘Good things are happening at Coles’.

A Coles spokesperson said in a statement to Mumbrella: “We know our customers care about price, but they also care about where their food comes from, they care about their community and they care about the environment.

“This campaign has been developed to complement our Down Down campaign and we will continue to lower prices for our customers.

“The campaign is based on feedback from thousands of our customers and with input from many team members right around the country and features examples like our Australia First Sourcing Policy, our $50m Coles Nurture Fund, and our community partnerships with SecondBite and Redkite.”

Created by Ted Horton’s Big Red, the first ads under the new position feature long time Coles spokeman and celebrity chef Curtis Stone.

A key element of the new positioning is the opening bars of distinctive disco track Best of My Love, which was originally a hit for The Emotions in 1977.

The “good things” position will stretch from Stone promoting the supermarket’s support for Australian farmers through to its staff members and support for community organisations. One of the new spots features shows Brenda, a Coles employee for over 50 years, explaining her favourite thing about Coles – its partnership with charity Redkite.

In 2014, Coles ditched its Status Quo song in new ‘Down Down’ ads to focus on the new additions to the ‘Down Down’ product line. Last year Casey Donovan was briefly introduced to sing the ‘Down Down’ jingle.


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