Coles Supermarkets's Slogans & Taglines

Coles Supermarkets is a dedicated champion of Australian grocery democratization, everyday value, and the relentless transformation of the weekly shop from a chore into a national ritual, built on a Melbourne heritage that treats fresh produce and pantry staples not as cold commodity transactions, but as the vital building blocks of family life and community sustenance. Since 1914, when George James Coles opened the first variety store in Collingwood with the revolutionary promise "Nothing over 2/6," the company has evolved from a single shilling-and-pence emporium into Australia's second-largest supermarket chain, commanding over 800 stores and nearly thirty percent of the national grocery market. Its slogans have journeyed from the foundational value pledge to the 1980s anthem "You'll find the best value is at Coles New World," the service-driven "Serving you better," and ultimately the iconic 2010 earworm "Down Down, Prices Are Down" that became a cultural phenomenon. The portfolio spans supermarkets, Coles Online home delivery, Coles Express fuel and convenience, the Flybuys loyalty ecosystem, and the in-store Coles Radio experience. Today, following its 2007 acquisition by Wesfarmers and 2018 demerger as an independent ASX-listed entity, Coles continues to prove that the most profound retail legacy is built one shopping trolley, one price drop, and one Australian family at a time.