The White King Power Clean toilet gel mini-collectible is one of 30 miniature plastic versions of grocery brands.
The New Daily reported that the promotion also boosted sales of Freedom Foods and Messy Monkeys snacks by up to 50 per cent. The brands had to pay the supermarket giant an undisclosed amount to be featured in the Coles promotion.
The successful campaign by Coles gave the supermarket a competitive advantage over rival Woolworths who revealed that sales had been affected by a competitor promotion. FMCG giant Nestle – owner of brands like Milo, Purina Supercoat, Maggi chicken noodle cup and Nescafe – said the Coles promotion helped their sales as well.
A Nestle spokesperson said that the sales increase wasn’t only thanks to Coles but also attributed to their other marketing campaigns. The popularity of Coles Little Shop has seen Australians selling complete sets on eBay for up to A$1000.