New Coles ad keeping it REAL.

New Coles ad keeping it REAL.

I could not help but be drawn into the debate about the merits of the new Coles ad, featuring Normie Rowe. The ad went to air on Sunday night, and within minutes negative sentiment toward the ad was trending on twitter. Not only negative, some tweets were downright nasty, “I am actually so ashamed to say I work at Coles due to this new ad”. And this; “Molly Meldrum asks to be put back into a coma after seeing Normie Rowe sing in Coles ad”. http://www.youtube.com/watch?v=_U-Qfn8eFRg

Of course everyone has their opinion, and social media gives everyone a chance to have theirs heard.

For me, this is a continuation of great work by Coles and their agency where the objective of the creative is to best communicate a proposition - then execute a strategy (funny that!). You might call it responsible advertising. Or keeping it REAL.

I have seen the new Coles ad once. I know it is about no-added hormones in their beef. Not a bad outcome with a frequency of 1.

The question is; when I next need to buy meat for a BBQ, will it make me or my wife more comfortable/likely to buy our meat from Coles? For sure.

Will my wife or I jump online and explore further the ramifications of added hormones in beef; whether Woolworths or the local butcher has added hormones in its beef? No, we’ll probably just go to Coles because we need to buy other stuff anyway, so it’s easy…and now that the beef is of good quality we might as well get our meat from there too. That will be our thought process. Call us fickle.

Great strategy, effective creative = Happy client.