Coles marketing director Simon McDowell has defended the company’s recent advertising strategy against industry critics who have labelled it as ‘annoying’ and ‘cheesy’.
Since the supermarket giant embarked on its five-year reinvigoration plan in a bid to become the “best-known brand in Australia”, its advertising has adopted a particular flavour – the ‘big red hand’, Normie Rowe and Dawn French.
When the ‘Down, Down’ campaign launched last year – made in partnership with Ted Horton’s Big Red and Mediabrands’ MBThree, which buys through UM – it was widely criticised in mainstream media, on social media platforms such as Twitter and within the creative community as one of the most annoying ads on TV. A spot featuring ‘60s pop singer Normie Rowe was also slammed, while the more recent Flybuys ads featuring comedienne Dawn French have been placed in the same ‘cheesy’ space.
McDowell told AdNews: “Who are we trying to appeal to? Are we trying to appeal to 14 million bodies who shop at Coles every week, or are we trying to appeal to the advertising industry? You can guess what my answer is. We’re very clear on our brand and what it stands for. We’re very clear on our personality.”
The creative community has not been entirely critical of the strategy, however. While many have reacted negatively, a large portion of the advertising industry has focused more on the effectiveness of the campaigns. “Everybody talks about the ‘big red hand’. It clearly has had an impact,” McDowell said. “It has become an iconic symbol of value in Australia.”
As the retail giant engages in a major turf war with Woolworths through tactics involving private label and loyalty marketing, McDowell has said Coles’ “effective” marketing activities have been a boon for the advertiser.
“I’m pleased with the progress. The proof in the pudding is in sales and the brand and how our customers are thinking and feeling,” he said. “Others can be the judge of that. Anyone can drop their prices. But how do you do it in a way that is compelling, engaging, unique and memorable? We take our brand and our business seriously, but we don’t take ourselves too seriously. We are trying to sell and serve with personality, to make ourselves warm and approachable.”
This article first appeared in the 18 May 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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