The Coles big red hand is back. Customers will see through it unless margins are trimmed too
Welcome to a midweek update from Unmade.
In today’s edition: a decade on, Coles reactivates the big red hand.
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In thinking about cut-through of marketing campaigns, I am a difficult to reach consumer. I don’t watch any FTA TV after years and years of network TV ignoring me (inexplicably, considering I am a desirable mark as a guy aged now in his early 40s with some elasticity in income). I rarely listen to the radio (again, I’m not being served by any commercial services locally). And I don’t really YouTube all that much to see many ads either.
But I do know that Coles campaign and that their prices came “down down”. I couldn’t say the same for Woolworths (I couldn’t 100% for sure say I know their brand positioning – are they still the fresh food people?). If I were to single out the most effective campaign of the last decade, it is undoubtedly this Coles campaign.