Coles will tonight launch a new ad, swapping British comedian Dawn French for retro rockers Status Quo performing an edited version of the supermarket's 'Down Down' jingle.
The television spot shows the seasoned singers reworking their 1975 hit, 'Down, deeper and down', to include snippets of Coles' 'Down, down, prices are down' song. Status Quo's original track was the inspiration behind the supermarket's infamous tune, which was introduced last year.
The ad will launch tonight at 6pm, and originally aired as three-minute YouTube clip.
It is the showpiece of the brand's latest price-focused campaign, and will be supported with executions across radio, digital and PR platforms. The campaign once again signals the brand's stated aim to cut the cost of living for Australians, and follows a suite of similar ads fronted by comedian Dawn French and celebrity chef Curtis Stone.
Private label products such as Coles brand shredded cheese, lamb leg steak and full cream UHT milk are the latest to have their prices cut in the supermarket's cost-cutting war with Woolworths.
The launch comes just days after rival supermarket IGA rolled out its $5 million 'Locked Down Low Prices' ad, and less than a month after consumer giant Woolworths announced its new brand positioning as 'Australia's Fresh Food People'.
Coles merchandise director John Durkan spoke of Coles' ambition to aid consumers with its cost-cutting scheme. “Australian customers are feeling the pinch from a year of rising living costs including energy, healthcare and transport.
"We know our customers need our help now more than ever and we intend to keep going with new price cuts offering greater savings right across the store.”
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