Coles Supermarkets - Advertising and Branding

Advertising and Branding

Coles original slogan was "nothing over 2/6", when it was primarily operating variety stores. The slogan "You'll find the best value is at Coles New World" was used in the 1980s. The red/orange orb was used from 1991 to 2005. "Serving you better" was used as a slogan from 1998 to 2003, replaced by "save everyday", endorsed by actress Lisa McCune. A circled tick was used as a logo device from 2003 to 2007, replacing the orb as a primary device in 2005. "Save everyday" was later changed to the grammatically-correct "save every day". In 2007, that slogan and circle tick were discontinued with simply the Coles name used in preparation for a new red ball logo to match proposed Coles Group livery, which was shelved later in the year as the business was sold. A number of tag lines were employed in the next few years: "Something better every day", "Proudly Australian since 1914" (introduced with its TV sponsorship of the 2008 Summer Olympics), "Cutting the cost of your shopping" and "It all counts". Its current slogan is "Quality food costs less at Coles".

In 2010, Coles launched a new sub-slogan, "Down Down, Prices Are Down", featuring a large red cartoon hand pointing downwards to symbolise the chain's low price policy. The slogan incorporates the tune of "Down Down", a 1975 hit by British rockers Status Quo. In 2011, the campaign was revised to the fit the tune of Petula Clark's 1964 hit "Downtown". but reverted back to "Down Down" later in the year. In 2012, it used Status Quo, which originally recorded the song in 1975, singing and speaking in the newest ad in the series.

In 2012, Coles released another sub-slogan, "There's No Freshness Like Coles Freshness", to compliment the freshness of their fruits and vegetables

In the 1960s Coles sponsored a general knowledge quiz show, Coles £3000 Question (later Coles $6000 Question and Coles $7000 Question) which aired on channel 7.