"Sexist to the core": Coles blasted over Mother's Day display
<p>A Coles supermarket in Adelaide has come under fire for their "offensive" Mother's Day display, with one person describing it as "sexist to the core".</p>
<p>A dedicated space for Mother's Day in the aisle of supermarket showed a shelf filled brimming with cleaning products and sanitary items under a series of signs that read, “More for Mum.”</p>
<p>A photo of the display quickly went viral online, after the snap was posted to a local Adelaide Instagram page with the caption, "Happy Mother’s Day from Coles. We hope your mum loves the bottles of Pine O Clean, the peg basket and the incontinence pads." </p>
<p>The post racked up thousands of likes and comments, as many claimed it was "wrong" on a number of levels. </p>
<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-permalink="https://www.instagram.com/p/CsD-ya3pe6F/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14">
<div style="padding: 16px;">
<div style="display: flex; flex-direction: row; align-items: center;">
<div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"> </div>
<div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;">
<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"> </div>
<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"> </div>
</div>
</div>
<div style="padding: 19% 0;"> </div>
<div style="display: block; height: 50px; margin: 0 auto 12px; width: 50px;"> </div>
<div style="padding-top: 8px;">
<div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div>
</div>
<div style="padding: 12.5% 0;"> </div>
<div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;">
<div>
<div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"> </div>
<div style="background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"> </div>
<div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"> </div>
</div>
<div style="margin-left: 8px;">
<div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"> </div>
<div style="width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);"> </div>
</div>
<div style="margin-left: auto;">
<div style="width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"> </div>
<div style="background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"> </div>
<div style="width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"> </div>
</div>
</div>
<div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;">
<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"> </div>
<div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"> </div>
</div>
<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/CsD-ya3pe6F/?utm_source=ig_embed&utm_campaign=loading" target="_blank" rel="noopener">A post shared by Shit Adelaide (the original) (@shitadelaide)</a></p>
</div>
</blockquote>
<p>The online outrage prompted the supermarket giant to share statement on the display, as they described the incident as an “isolated case”, and apologised for the “unintentional human error”.</p>
<p>“We are grateful this has been drawn to our attention and our Coles team in Adelaide apologises for this error,” a spokesperson for the supermarket said.</p>
<p>“This was an unintentional human error where recently discontinued products, including sanitary and cleaning supplies were placed along the seasonal ‘flex aisle’."</p>
<p>“Celebrating Mothers and Mother figures is such an important occasion at Coles and we are committed to providing the best value and range of gifts to make this weekend extra special.”</p>
<p>Despite the apology from the supermarket, some said the display was deeply "offensive" and "sexist to the core".</p>
<p>“Don’t know what’s worse, the fabric softener down the bottom or the period undies on the top shelf,” one woman said. </p>
<p>Unfortunately, this is not the first time Coles have majorly missed the mark on their Mother's Day displays.</p>
<p>In 2020, the supermarket was called out for including washing powder in the gifting display, with one woman exclaiming on Facebook at the time, “Washing powder. In the Mother’s Day section. Are you f*****g kidding me Coles?".</p>
<p>Coles apologised at the time, stating it was “not our intention to offend customers” and promised to ensure it would “review” displays in future.</p>
<p><em>Image credits: Shutterstock / Instagram </em></p>
