He's an everyday-bloke-come- pricing-superhero called "Col". The new cheesy character will promote special-value in-store offers from Coles.
Coles also launched "Col" to social media, by uploading a teaser to its YouTube channel in the style of a fake TV report, featuring him high-fiving customers and doing good deeds around the store while wearing a homemade outfit. Coles published a tongue-in- cheek infographic for staff, on how they too can look like Col!
Hey, if it sells, who can knock it??!!