I dont mind the new advertising campaign as long as it part of systematic overall compaign. If you cant or dont wish to compete on price alone then you have to play to your strengths, which includes brand loyalty. Start with brand loyalty then store experience then price.
IMO Aldi will never get more than 15 per cent of the market. I dont see much difference between the coles and WOW now. WOW is a very strong brand and coles does not have any particular long lasting competitive advantage. WOW will have its day in the sun then Coles then WOW then Coles......
one way of looking at situation, page-2
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