Is this the world's most shameless branding?

Chemist Warehouse sign
(Image credit: Chemist Warehouse)

Advertising sometimes makes some bold claims, if not to say that it can be altogether misleading. Some brands attempt to excuse themselves with rather pitiful disclaimers, and shoppers in Australia are spotting what may be one of the most flagrant cases.

People have long known Chemist Warehouse as 'Australia's cheapest chemist'. That's what the tagline says on its website and storefronts. Or does it? On social media, people are noticing that if you dig out your binoculars (or one of the best camera phones with a good zoom), there's a tiny detail that changes everything.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.