Adding to its Down Down campaign, supermarket giant Coles has launched a new “Unreal Deals” promotion, featuring a new superhero character called Col.
This morning the supermarket chain put a “teaser” news-style 30-second clip on its YouTube channel previewing Col, using clips from the new TVC.
The new 30 second spot set to air tonight features the red-and-yellow lycra suited superhero running around a store offering “unreal deals”.
A voiceover proclaims: “Meet Col, a regular guy with unreal powers. He can slash prices at the point of a finger. He doesn’t do it for fame or fortune, he does it to help Australian save lots of money.”
They have also produced this infographic showing how you can make your own Col costume.
The new "Unreal Deals" campaign is in addition to Coles controversial Down Down campaign, which the Australian Food and Grocery Council claims limits the product range available to consumers as Coles favours its own private-label brands over indepedent brands.
Recent Roy Morgan research also raised questions on the effectiveness of such campaigns, with only 45 percent of Coles customers believing the supermarket has low prices.
Fellow supermarket chain, IGA, launched a similar TV campaign recently, and while it doesn't feature a lycra-clad superhero, it does feature an animated lock, Lockie.
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