Coles introduces high-fiving, granny-lovin’ superhero, Col

Move over Status Quo, there is a new guy in town fronting the latest marketing campaign by Coles. Meet Col, the supermarket chain’s very own superhero who spends his days walking little old ladies across the street, helping customers with heavy grocery baskets and giving out as many high-fives around the store as his superhero hands will let him.


Coles kicked off the new campaign with a TV spot that aired nationally last night. Col the Coles superhero, played by Australian comedian, Adam Rozenbachs, will also appear in store, in catalogues and in out-of-home advertising from today. The spot was created with Ted Horton’s Big Red Agency.