Discover Coles' latest range: Big savings without sacrificing quality!
- Replies 7
In a world where the cost of living is ever-upward, finding ways to stretch the household budget without compromising quality has become a top priority for many Australians.
Recognising this pressing need, Coles has unveiled its new value range, a strategic move to win back consumer trust and relieve shoppers feeling the pinch.
The 'Simply' range, developed with the creative input of indie agency The Thrills, is designed to stand out on the shelves with its eye-catching warm yellow branding.
Kate Richardson, managing partner of The Thrills, explained that the goal was to inject a feel-good factor into the weekly grocery shopping experience.
‘The cost-of-living crisis has impacted households across Australia, so we wanted to bring some positivity back to the weekly grocery shopping experience.’ she said.
‘To capture the feel-good factor and dial-up trust, we chose a wonderfully warm yellow.’
‘Colour acts as a simple yet effective tool for brands to create instant recognition and visual consistency. Not only are the products easy to identify, but it’s an uplifting range that consumers will be proud to put in their basket.’
‘Together, the design elements build a sub-brand that defies bland and basic entry-level trends,’
The 'Simply' range is more than just a collection of affordable groceries; it's a carefully crafted sub-brand that defies the notion that entry-level products must be bland and basic.
Charlotte Rhodes, Coles Group’s general manager emphasised the importance of offering consumers a brand that delivers value and relevance.
‘The innovative thinking and creative strategy led to the distinct and visually approachable identity of this store-wide range, which was key to making it a success,’ she said.
‘Our long-term partnership with the agency has proven instrumental in the successful delivery of projects of this calibre.’
In contrast to the 'Simply' range, Coles has also revamped its 'Coles Finest' range, catering to those looking for premium options.
With new packaging designed by Hulsbosch, the 'Finest' range now features appealing food photography, new fonts, colour suites, and easy-to-read icon labels, all aimed at communicating the quality and freshness of the products.
Even the Coles Express branding has transformed. It now operates under the new name Reddy Express.
However, despite these efforts, Coles still faces challenges in regaining the trust of Australian consumers.
According to the latest Roy Morgan trust ranking index, Coles is currently the ninth most distrusted brand in the country.
‘We have been tracking trust and distrust of brands in Australia for more than seven years, but we have never seen a reputational crash as dramatic as Coles and Woolworths–not even Qantas.’ Roy Morgan’s CEO, Michele Levine, said.
This is a significant drop from its previous position, indicating that the supermarket giant has some ground to make up in the public's eyes.
The recent scrutiny of the CEOs of Coles and Woolworths in a Senate inquiry into allegations of price gouging and duopolistic practices has not helped matters.
Both supermarkets reported a combined $80 billion in revenues for the 2023 financial year. However, they have been questioned over price hikes and record profits during a time when many Australians are struggling financially.
Despite these challenges, Coles remains optimistic about the potential of its 'Simply' range to make a positive impact.
By offering a selection of products that promise both affordability and quality, Coles is taking a step towards rebuilding consumer confidence and providing Australians with the value they need during these tough economic times.
Since mid-June last year, Woolworths' stock has decreased by 22.5 per cent due to consumer discontent.
In related news, Bunnings has surpassed Coles on Roy Morgan's Trusted Brand list for the first time in almost three years, ending the 'supermarket duopoly.'
The hardware store is lauded for its excellent customer service, product expertise, and competitive prices. The full story is available here.
Have you tried any products from the 'Simply' range? What are your thoughts on the new rebranded design? We'd love to hear your opinions and experiences in the comments below.
Recognising this pressing need, Coles has unveiled its new value range, a strategic move to win back consumer trust and relieve shoppers feeling the pinch.
The 'Simply' range, developed with the creative input of indie agency The Thrills, is designed to stand out on the shelves with its eye-catching warm yellow branding.
Kate Richardson, managing partner of The Thrills, explained that the goal was to inject a feel-good factor into the weekly grocery shopping experience.
Coles introduced a budget-friendly product line called 'Simply' to help with rising living costs. Credit: Coles
‘The cost-of-living crisis has impacted households across Australia, so we wanted to bring some positivity back to the weekly grocery shopping experience.’ she said.
‘To capture the feel-good factor and dial-up trust, we chose a wonderfully warm yellow.’
‘Colour acts as a simple yet effective tool for brands to create instant recognition and visual consistency. Not only are the products easy to identify, but it’s an uplifting range that consumers will be proud to put in their basket.’
‘Together, the design elements build a sub-brand that defies bland and basic entry-level trends,’
The 'Simply' range is more than just a collection of affordable groceries; it's a carefully crafted sub-brand that defies the notion that entry-level products must be bland and basic.
Charlotte Rhodes, Coles Group’s general manager emphasised the importance of offering consumers a brand that delivers value and relevance.
‘The innovative thinking and creative strategy led to the distinct and visually approachable identity of this store-wide range, which was key to making it a success,’ she said.
‘Our long-term partnership with the agency has proven instrumental in the successful delivery of projects of this calibre.’
In contrast to the 'Simply' range, Coles has also revamped its 'Coles Finest' range, catering to those looking for premium options.
With new packaging designed by Hulsbosch, the 'Finest' range now features appealing food photography, new fonts, colour suites, and easy-to-read icon labels, all aimed at communicating the quality and freshness of the products.
Even the Coles Express branding has transformed. It now operates under the new name Reddy Express.
However, despite these efforts, Coles still faces challenges in regaining the trust of Australian consumers.
According to the latest Roy Morgan trust ranking index, Coles is currently the ninth most distrusted brand in the country.
‘We have been tracking trust and distrust of brands in Australia for more than seven years, but we have never seen a reputational crash as dramatic as Coles and Woolworths–not even Qantas.’ Roy Morgan’s CEO, Michele Levine, said.
This is a significant drop from its previous position, indicating that the supermarket giant has some ground to make up in the public's eyes.
The recent scrutiny of the CEOs of Coles and Woolworths in a Senate inquiry into allegations of price gouging and duopolistic practices has not helped matters.
Both supermarkets reported a combined $80 billion in revenues for the 2023 financial year. However, they have been questioned over price hikes and record profits during a time when many Australians are struggling financially.
Despite these challenges, Coles remains optimistic about the potential of its 'Simply' range to make a positive impact.
By offering a selection of products that promise both affordability and quality, Coles is taking a step towards rebuilding consumer confidence and providing Australians with the value they need during these tough economic times.
Since mid-June last year, Woolworths' stock has decreased by 22.5 per cent due to consumer discontent.
In related news, Bunnings has surpassed Coles on Roy Morgan's Trusted Brand list for the first time in almost three years, ending the 'supermarket duopoly.'
The hardware store is lauded for its excellent customer service, product expertise, and competitive prices. The full story is available here.
Have you tried any products from the 'Simply' range? What are your thoughts on the new rebranded design? We'd love to hear your opinions and experiences in the comments below.
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