Coates has launched its latest integrated campaign, ‘Why Don’t You Just Coates It?’, featuring a catchy original jingle and custom illustrations from ABEL Co-Founder, Simon Fowler.
Following a competitive pitch in late 2023, ABEL, Coates’ agency of record, has rolled out new brand work for Australia’s leading equipment hire and solutions provider.
A Bold Refresh for a 140-Year Legacy
Sheridan Jones, Group Manager of Marketing & Communications at Coates, explains:
“Since 1885, Coates has been supporting Australian industry with the equipment and expertise needed to deliver the country’s most iconic and complex projects. As we celebrate our 140th anniversary, we needed an impactful idea that refreshed our brand, connected with our customers and community, and reinforced our value proposition: ‘Equipped for anything.’ ABEL was the perfect strategic and creative partner to help us unlock that opportunity.”
Turning Coates into a Catchy Call to Action
Through deep strategic development, ABEL identified that while Coates leads in Engineering Solutions, Industrial Solutions, and Power & HVAC, it is still primarily associated with equipment hire.
Nicholas Kelly, ABEL’s Creative Culture Lead, shares:
“Instead of listing every product and service, we wanted to create something that truly resonated with our customers. The goal was to ensure Coates was top of mind when decision-makers needed support—and nothing sticks like a jingle.”
Partnering with Sonar, ABEL crafted a fresh yet heritage-infused jingle that transforms “Coates” into a verb—making it synonymous with an all-in-one solution.
“The jingle haunts anyone who hears it (in the best way possible),” says ABEL Co-Founder and Creative Simon Fowler. “We wanted something authentic to the brand, and the talented team at Sonar nailed it. Hopefully, our kids will be singing our Coates song too.”
Bringing Coates’ Personality to Life
ABEL’s creative input extended beyond the jingle. Fowler illustrated a playful cast of animated machinery and equipment, brought to life by Director Steph Smith and Animator Jonathan Chong from Photoplay.
Blending lively animation with lighthearted live-action, the campaign positions Coates not just as a service provider, but as a supportive partner—always ready to help.
Australians can catch ‘Why Don’t You Just Coates It?’ across radio, OOH, social, and film, with the jingle set to become a familiar soundtrack to projects nationwide.
