Introducing Col – the Coles superhero
Updated: Coles will tonight unleash a new face of the brand – faux superhero “Col”.
The new character will promote special value offers from Coles, starting with Coca-Cola.
Coles has also uploaded a teaser to its YouTube channel introducing Col in the style of a fake TV report and features him doing good deeds around the store and high-fiving customers while wearing the a homemade outfit.
Coles has also published an infographic for its staff on how they too can look like Col:
Coles uses each style of its ads in a different way. They include using chef Curtis Stone to promote fresh food messages and recipe messages, new girl “Jenny” to promote new products; Status Quo around low price messages and Dawn French to push the FlyBuys loyalty card.
Much of Coles advertising is made inhouse, with input from Ted Horton’s Big Red.
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What are they thinking. Obviously not a lot. This bloke goes anywhere near my Granny’s Shopping she will leave him with 3 Adams apples! Even in a spoof of the man of steel this just does not work. Not on any level.
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Who is he? It’s Adam Rozebbachs. Like most people I’ve seen Spicks and Specks.
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If it’s funny I reckon this will really work. Well done to Coles (again) for not turning out the same old tired dirge….
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So they use a dodgy looking super hero who isn’t attractive to entice the Mum’s in store. I might be crazy but what about a better designed fitted spandex suit with a very attractive model in it who could pass for Henry Cavill?? Wouldn’t that be appealing to the house wife or man, whatever tickles your fancy? It’s not rocket science now is it…
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Just when you thought it couldn’t get any worse…
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Take it off air.
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I get it, this video supposed to be funny and supposed to be an ad.
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This makes absolutely no sense. NO SENSE AT ALL!
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I would think this type of campaign would be better suited to an in-store promotion, using customers as ambassadors who will take photos/video of Cole and share via social channels.
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Really, really unneccessary. They’ve made some good moves with Curtis Stone and Dawn French, the use of Status Quo and the One Direction deal. But the last two additions – the new girl ‘Jenny’ and this guy are just plain annoying; confusing in the overall mix, and are dragging the tone of the brand down to a new low.
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What a babe!
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Isn’t that the Supercrunch costume from the 1970’s Twisties ads?
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Quite Obviously Col is Jenny’s husband!
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I love specials.
I love them most when some guy shouts them at me.
And I love it when he is really really enthusiastic about a 30c saving.
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He is a legend…Australia should vote for this bloke and vote by going to Coles with all their hard earned. Well done Coles…finger on the pulse again!
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What just happened
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Big red hands, Status Quo singing about mince meat, One Direction, now this… Haters gonna hate but it appears to be working and sticking it to Woolies. Good on Coles for mixing it up a bit.
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What a bunch of moaners and groaners on here. I think this is a clever bit of creative. Humour has always been able to provide better cut-through when it comes to messaging. Just because YOU don’t like it, doesn’t mean middle Australian wouldn’t like it.
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@Alf Stewart there are easier pulse points to put a finger than where this one is.
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I actually don’t mind the ad at all, its a decent enough TVC but it just feels disjointed from the rest of their other TVC activity (Status Quo, Mince, Dawn French etc).
Maybe i’m reading to much into it but i think being off-theme may confuse the consumer a little
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Did I just time travel back to the 90s? Terrible, though the bogans will love it.
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