Coles Rebrand

Independent market research showed that 55% of Australians thought house brands would not taste good and the family would not want them to buy.

Coles Rebrand

Packaging Own Brand – Food + DrinkElmwood


Within a year of launching 'You'll love Coles', Coles Group Ltd reported a swift turnaround in market share from 9% to 17%. The packaging strategy and redesign alone (there was minimal advertising support) had increased demand for Coles' own-brand products and transformed perceptions of own-brand across the entire Australian retail market, “Four in five Australian Consumerssaid private label products were a good alternative to other brands” (Source: A C Nielsen). Prior to this, independent market research showed that 55% of Australians thought house...

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