Coles may have more more Down Down to come

Ageing British rockers with big red hand guitars are likely to feature in Coles ads for a little while yet, if Wesfarmers boss Richard Goyder has his way.

Wesfarmers' chief says the Coles "Down Down" ad campaign has been very important for the chain.

Shoppers tiring of Coles ads featuring the music of 1970s rock band Status Quo won't be getting aural relief any time soon.

Wesfarmers chief executive Richard Goyder said the "Down Down" advertising campaign, which kicked off with the ageing musos belting out a re-worded version of their tune of the same name, had been very important for Coles, which is part of the Wesfarmers conglomerate.

Coles helped Wesfarmers post a $2.3 billion annual profit on Thursday and Mr Goyder told reporters there was a rich vein of Quo tunes still to be mined.

"My daughter bought me the Status Quo CD which is for sale in Coles at the moment for $5," he said.

"I listen to all the songs in the car now - there's quite a few that we haven't used.

"There might be some way to go."