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The retail brand who never used plastic bags

Finally, there’s movement on plastic bags We’ve been entertained by the carry on over plastic bags by the giant retail brands Coles and Woolworths over the last few months. While the brands themselves may see this as them taking a leadership roll in an overdue change…

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Coles muddies the milk with undifferentiated brand

Farmers Fund milk brand clouds the issues As predicted Coles have started muddying the waters around fair Milk prices by introducing an undifferentiated milk brand called Farmers Fund to the market. The brand which ‘gives back’ 40c of each 2 litre carton to a Fund…

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Here come the milk brands

Things may have died down since the consumer backlash against big milk in Australia following Whaleed Aly’s piece on the project in May but I think we’re starting to see some of the effects in our Milk isle still today. While there was a immediate…

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Let's give smaller product brands a fair go

I recently stumbled across my new favourite cider brand at Taste festival in Melbourne, Lychee Gold. At an event where Rekorderlig was plastered everywhere I’m surprised that this small brand got a look in edgewise but by the end of the first night the small cider supplier…

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Coles Radio – more brand stretch, more bad news for digital radio

If you’re a fan of Coles there is now another way to get down with the brand. The Coles brand stretch continues with the famous red finger now becoming a radio station. Following Chemist Warehouse’s lead, Coles has now secured digital frequencies in all capital…

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Shopper docket lessons for brand strategy

The recent focus on the Australian supermarket giants Coles and Woolworths for their cross-subsidy shopper docket strategies raises some interesting lessons for brand owners managing a portfolio. The supermarkets are providing a great insight into the power of understanding how customers see their world. They…

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Dawn French the new face of Coles; brilliant or risky?

Over the weekend, Coles launched their much-hyped ‘flybuys’ campaign and introduced their new brand ambassador, Dawn French. This continues their strategy of using celebrities as the face of the brand. It has worked in the past, but is Dawn the right ambassador?

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Fresh fruit and vegetables – the new brand battleground

Yet again, Coles and Woolworths are set to battle it out in a price war. This time its fruit and vegetables with Coles trying to steal the “fresh food” crown with its new campaign; “There’s no freshness like Coles freshness”.  Woolworths, badged “The Fresh Food People”,…

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Australia Day 2012; drink Aussie wine or lose your strides

Australia day is here for another year, along with painted faces, flag flying, boxing kangaroos and, of course, companies trying to leverage patriotic feelings for their brand’s benefit. Coles and Woolies are fighting it out to prove who is ‘more Australian’, Vegemite has renamed their…

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Coles, clever brand stretch or caught red-handed diluting their brand?

The famous and annoying catch cry, “down, down” and the big red finger might actually carry far greater symbolism for Coles and their reputation than they realise. As the brand becomes more elastic and focuses on ‘stretch, stretch how far can we stretch’, could this…

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Coles: The Natural Food Brand?

Coles Supermarkets in Australia has for years sat back and watched its formidable competitor Woolworths claim the market positioning of being ‘The Fresh Food’ people. It is a positioning line that is strongly recognised and recalled amongst consumers. In recent years they have successful reinforced…

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