Press Centre


ASDA revealed today (15 August) that Coleen McLoughlin, the face of George’s hugely successful Must Have press ad campaign, will be making her TV advertising debut.

In the next phase of George at ASDA’s multi-million pound ‘Must Have’ ad campaign, Coleen, will star in the George TV ad which airs between 31st August and 13th September.

Filmed on location in Lisbon, Portugal, viewers will see Coleen dressed in up-to-the-minute fashion walking down a swanky continental street.  Boutique owners spot her, opening their doors and placing items in their windows, all in an attempt to entice her in.  She smiles and keeps walking.  The last shot is of Coleen appearing at the end of a street with loads of carrier bags…all of which, like the clothes she wears in the ad, are from George.

“Our Must Have collections have been a huge success,” says Angela Spindler, George Global’s managing director.  “Must Have is a really simple range of up-to-the-minute, easy-to-wear, fashion pieces that we’re bringing to our customers every month at simply unbeatable prices.  Combine this with Coleen, one of Britain’s top fashion icons, and you can see why we have a winning formula.”

“I can’t wait to see the finished ads, it’s all very exciting,” said Coleen McLoughlin.  “Must Haves just seem to get better and better and are always at the top of my shopping list.”

Must Haves are essential fashion-led pieces that instantly update your wardrobe.  The design team at George create trend-led separates that are updated each month and transform your wardrobe for good.  Even better, George has decided Must Haves come with Must Buy prices tags with items starting from as little as £3.

The first ‘Must Have’ item was a bang on trend khaki shirt dress for only £10.  The dress was modelled by Coleen and, within hours of them hitting the rails, 45,000 were sold.

When Coleen launched the Must Have range at the end of May wearing a £10 shirt dress, tens of thousands sold in a matter of hours, making it one of George’s fastest selling items in its 16 year history.  It was a similar story for its £6 cropped shorts (70,000 pairs sold) and its £3 racer back vests (100,000 sold). 

The Must Have collection will be available in 290 ASDA and George stand-alone stores nationwide from 31st August.  It will include, amongst other things, skinny jeans, oversize knits, deep plunge v necks and long-line jersey tops.  Prices are being kept firmly under wraps.  

George is now a global clothing brand, available in ten countries worldwide with a turnover of £2bn.

Posted in Press Centre on 16 August 2006