Vegemite and Milo get the Coles Status Quo treatment
British rock band Status Quo have returned to promote the addition of Vegemite to Coles’ “Down Down” list of products held at low prices.
The repricing of the 600g jar of Vegemite from $7.99 down to $7 coincides with research released by Coles which suggests that most Australian consumers buy big brands when they are discounted.
The issue of discounting is a crucial one for major brands which are always fearful of discounting adversely affecting consumer perceptions around quality.
Coles merchandise director John Durkan said in a press release: “Australian customers want lower prices, but do not want to sacrifice their favourite big brands. It has been fantastic to work with these great suppliers, who like us are looking to deliver even more value to Australian customers every day.”
As well as Vegemite, other brands getting a lyrical reworking Status Quo’s Down Down are Old El Paso Taco Kit, Nestle Milo and Kellogg’s Cornflakes.
Status Quo first signed on to promote Coles a year ago.
Credits: Creative: Big Red | Print: Whippet | Media: MBThree
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Is it just me, or do the ‘shoppers’ even sound like they’ve got British accents?! Odd.
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Isn’t Vegemite still cheaper in New Zealand and the UK for that matter? In fact its almost 40% cheaper in the UK from last reports.
Maybe when Coles ship MORE senior management across from Tesco’s they can pick up a jar or two for me.
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I wonder how much of a margin cut Kraft had to take to be a part of that promotion?
Coles (or Woolies) usually don’t cut prices unless they can still keep their margins. So the manufacturers are the ones who are really going “down, down” on prices.
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Research done by Coles to prove their self interest, who would believe any research from this greedy company. So they want findings they can present to brands saying: “look this proves it, you must contribute more to promotions, because our research says consumers will only buy it on discount”. What a load of BS, this is the research you commision that has a predetermined answer. There are a lot of researchers in this market willing to provide the right answers. The only sacrifice being made here is; the brands allowing this greedy supermarket chain to hijack brand equity.
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My stepson caleb is the curly haired boy in the family!!
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Joel, they can’t be Brits – they don’t have crooked teeth.
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What you really hate about this campaign is that Coles might be right and you might be wrong.
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Can’t help but notice Woolworths moving to excactly the same price from Wednesday this week.
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