Coles 360, the retail media offering of the supermarket group, is expanding its offering across its liquor business.
Brands will be able to connect with customers across an omnichannel network covering First Choice Liquor Market, Liquorland and Vintage Cellars.
This capability will make Coles 360 the only retail media network offering a food and drink proposition in Australia.
“We are excited to work with the Coles Liquor Group suppliers to help them connect with their customers in new ways and extend their reach to Coles supermarket customers by leveraging our extensive existing retail media network," said Paul Brooks, general manager Coles 360.
Coles 360 plans to connect food and drink suppliers to develop joint media plans based on similar audiences and objectives.
“That’s where the real opportunity lies. We have oversight of brands objectives so can help facilitate powerful partnerships that benefit both brands,” said Brooks.
Coles 360 is already working with Lion on the launch campaign for the James Squire Limited Edition XPA.
Chloe Gibson, customer director – Coles, Field & eComm from Lion, said it was fantastic partnering with the Coles 360 team to create a activation plan to celebrate the James Squire partnership with MasterChef.
"With more than 7,000 cases already sold, this launch sets a new industry standard, showcasing the power of an integrated activation plan in bringing our product to life both in-store and beyond," Gibson said
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