Aussie Supermarket Giant Coles Bags One Direction Campaign

One Direction have gone shopping for a new campaign to hit the Australian market. 

The British boyband has teamed with the Coles supermarket giant, who will host an exclusive concert and are vowing to give-away more than 10,000 tickets as part of a new multi-media campaign.  

The mass-market promotion carries the #Coles1D Twitter hashtag and a Website which features a brief clip of the pop group standing in front of a Coles branded backdrop. In the video, the bandmates announce they’ll be playing an exclusive gig for competition winners. According to Coles, the matinee show will take place Oct. 6 in Sydney, during the group’s sold-out arena tour of Australasia.

Shoppers who buy from a long list of “One Direction” tagged brands from June 5 to July 30 can enter their details on the Website. Participating brands include Coca-Cola and Cadbury’s chocolate. 

One Direction is the latest in a string of pop and rock acts to team-up with Coles. The supermarket chain has been behind some cringe-worthy projects with heritage acts Status Quo and Normie Rowe, but One Direction marks a serious grab for the tween market. Most fans of the band, however, will need “parent or guardian’s permission” to enter the competition, which is designed for users aged 18 and above.

One Direction’s 2012 Australian tour sold out in just 3 minutes. Their 2013 tour also proved to be a brisk sell-out