While 10% off may not be a big deal, I think it is the sentiment of this deal that is hitting home with a lot of people. From the PDF:
At Coles, we're taking the GST of feminine hygiene products because we don't think you should be taxed for being a woman. Well, we can't actually remove the GST but we can take 10% off the price of all these items, which is what we've done!"
It is also featured on the back page of this weeks catalogue - I can't see an expiry date here though.
love the headline "You houldnt be taxed for being a woman"