Coles takes a nostalgic trip down memory lane in latest Christmas brand campaign via Big Red
Coles is inspiring customers this Christmas launching a magical new campaign via Big Red, that thanks Australians for allowing Coles to be part of their Christmas for over 100 years.
The new campaign takes Aussies on a nostalgic trip down memory lane focussing on what is truly important at Christmas time: family, friends, presents, food and fun.
Coles chief marketing officer Lisa Ronson said the campaign is designed to connect with customers in a meaningful way and allow them to reflect on all the things that make their Christmas magical: “We really wanted to show an appreciation for those around us and thank the people who have let us be part of their Christmas for over 100 years.
“The theme of this year’s campaign really aligns to our vision of becoming Australia’s most trusted retailer. Throughout the campaign, we want to pay tribute to the people who have made Christmas truly magical over the years, starting with our millions of customers.”
The campaign is launching with three advertisements including:
– A 45 second Brand ad which is focused on the ‘nostalgia’ of Christmas using historic footage of Aussie Christmas’ past and throwbacks to Coles advertisements throughout the years. The soundtrack is the classic track from the cult TV show The Golden Girls “Thank-you for being a friend” sung by Aussie kids and finishes with a heartfelt thank-you from Coles ambassador Curtis Stone.
– A 30 second Product ad which is focused on inspiring customers and providing them solutions to solve their “what are we eating” problem. It’s focussed on the new quality Own Brand products that set Coles apart this Christmas including fresh Aussie Prawn and Garlic skewers and the magical Chocolate Melting Dome pudding which are products that will make Coles the destination for convenience this Christmas.
– A 15 second value ad which highlights how Coles is lowering the cost of entertaining this Christmas and is the destination for the best value food and drink solutions.
28 Comments
I didn’t understand the Aldi Christmas ad, but at least they made some sort of creative effort.
Contrary to popular belief, advertising isn’t a creative competition.
Except for the fact that there is a clear and constant correlation between creativity/awards and sales/effectiveness…
From Dundee to this. Ouch. And yes Pipe Down, advertising IS a creative competition. For the hearts and minds of consumers through ideas that inspire, which this effort does not have at all.
From the person in charge of Dundee. Pedestrian effort.
You are everything that’s wrong with this industry.
Lazy. Bland. Ineffective.
Great comment, how about you give me your opinion on that matter too. Hyde Park in 40 minutes, advertising boy.
I’m more than happy to meet you in Hyde Park anytime. I’d love to see your tiny pin striped suit wearing man hands try to give me a clobbering.
In a rather long career working on a lot of big brands there has only been one Dundee.
And Lisa has very little to do with it.
Most of us thought Christmas would be her big showcase.
Can just see the big fella – ensconced at a certain dusty edit suite – cutting this together in under an hour.
The fact that Ronson was able to get a brand ad up for inside the toxicity of Coles is remarkable. Other CMOs would cave and produce the short-term salesy bullshit dressed up as ‘brand’ that has dominated our TVs for the last 10 years.
I’m sure if the brief went to an actual creative agency, you might get something that wasn’t so hokey and cheap.
But it’s not even remotely a brand campaign. It’s a TVC. A quick and dirty TVC that doesn’t even achieve the goal it sets for itself.
The industry needs to stop this dramatic overselling of everything they do.
Wait, where exactly is the promised throwback to ads through the years? A dusty black and white image of a 1940(?) storefront hardly elicits nostalgia. Where are the “Coles New World” flashbacks and daggy outfits?
As category generic as this ad is, it’s been purposeful in it’s use of a jingle with 30 something years of association to nostalgic good times for the heart of the demo. Can see what they’ve done, think it’s an earworm and will drive salience. Boring, but will be effective and bring joy to some.
Track 4 Tea for the Tillerman.
I won’t hear a word of criticism of this marvellous ad. It will keep me in caviar and cigars for months, and my master in clover for another year or two.
Think I counted 2 non-white people in that ad of about 200 people.
You again.
Sitting there counting the white people In every ad then giving us the score on CB.
Get a fucking life.
Ohforfucksake – if you think making an ad that is in no way representative of the world it’s supposed to be persuading is okay then that’s pretty short sighted of you. If you look at some of the best work in the world outside of your bubble you may learn how diversity and representation is, shock horror, working and paying off In terms of effectiveness . So white xmas is making a useful point Take note – or just get a job at Big Red. I’m sure they’ll agree with you.
‘Thank you for being a white friend’
Well done white people for continually making white ads.
Am I the only one who saw, “Dear Santa Claus, I want a pussy”?
Yes, you are. But having said that, you wouldn’t be Robinson Crusoe in hoping for something similar in your stocking.
I’m disappointed that this thread has gone off the boil. I was enjoying the vitriol and the way the subject swerved violently off topic.
This is why the work experience kid shouldn’t be allowed to make ads.
I also would like a pussy for Christmas.. we should all have more pussy for Christmas! I cant think of a better present! I hope Santa reads this.
Most Coles ad’s are quite bad and not always (though usually) because of Curtis Stone, but this is not good. And using Thank You For Being A Friend, particularly this cover, is offensive.