Value strategy

Client

Coles is one of the only 2 supermarket giants in Australia with over 700 stores across the continent and widely acknowledged as being one of the world's fastest growing retailers.

Brief

We were tasked with looking at how value and offers are communicated in Coles’ supermarkets. They asked us to create a simple but flexible solution which would rationalise the number of preprinted items and thus reduce costs.

Solution

We took the ‘O’ from the Coles logo as a device to hold the key offer—a red circle on a yellow background looks like a stop sign, and therefore grabs customer attention. We devised a logical approach for communicating each offer type on each type/size of point-of-sale, and cut the number of elements down from 14 pieces to 6. We produced templates for the key offers and strict guidelines for their implementation.

Result

The final solution works extremely well and has created consistency for all value messages, both below and above-the-line. It has become a key part of the brand toolkit—instantly recognisable as Coles.