This is the most tone deaf bullshit I can imagine them doing right now. People are struggling to eat due to high food prices, and they decide to spend multi-millions rebranding.
I wish the government agencies had the balls to put an end to these massive prices, especially when the companies are splashing out on things like this, while making record profits and at the same time there are commercials on TV talking about how people can’t afford to eat.
I’m so fed up with this bullshit and having to decide weekly what we do without this week (in addition to what we went without last week) because we can barely afford to feed ourselves.
It is a weird time for it, for sure.
You could imagine they feel that the Countdown brand has suffered enough over the last few years to make rebranding worthwhile, but this doesn’t seem like the way to win people back, for the reasons you say…
As others have pointed out it will probably save them money in the long run because they are using the same brand in Australia.
save them money
Which will be used to bolster dividends not relieve consumers.
That’s capitalism.
How about they take a permanent percentage off of all their staple groceries for the next X months so people can get by, rather than buying some new signs? 🤷♂️
Rebranding has got to be the biggest waste of money.
They would not do it if they didn’t think it could save them more money than it costs.
Yeah, but that will be based on some funky valuations of “brand” and “mindshare” that someone has pulled out of their ass.
Most likely that is involved. But I’d guess there are some significant savings to be made if they can streamline their storebrand products to use the one brand, reuse the same ads in NZ & Oz, etc.
Don’t forget their accounting will include some amount of goodwill of their various brands.
There are data-driven marketers but they are few and far between.
Well, I’ll be pleased to see my friends stop calling it cuntdown
Wankworths?
Don’t give them ideas!
I perfer saying woolies so this is good news to me.
I’ve always called it Woolies. The logo is a "W’ FFS
I had no idea where the name came from, so went looking:
Woolworths is only called Woolworths because of a cheeky dare in 1924
What a weird way to name a business…
TLDR; Chatterton’s, no, Christmas, no, Wallworths Bazaar Ltd, almost but no…Woolworths! Yes.
Definitely Woolies, not woolies!
