here - POPAI Australia & New Zealand

Coles Oats 2011: Activation Challenges
• Creative: creating a Coles look and
feel and a tie in with their winter
theme (“Get Oat and About with
Coles this winter”) which enabled
UT to keep key branded messages.
• Unit design: Coles operations team
design guidelines - making sure it
ticked all Coles‟ boxes and had
enough stockweight
• Product content: Coles requested
Nutella inclusion which Nestle
allowed in order to put the customer
first (despite causing some internal
discussions with confectionery
division). Honey may be included
next year as a more natural fit.
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