Now, its successor, the newly launched white bag, is being tried in the court of public opinion. But here’s the twist: what looks like a reputational clean-up is actually a clever marketing play.

The “Woolies bag” has become a cultural symbol, a meme, and a trending topic. Thousands of people are talking about it online, from TikTok skits to Twitter threads. Instead of ignoring the noise, Woolworths has leaned in. By swapping black for white, and even flirting with transparency, the retailer has turned a potential liability into a conversation starter.

This is not about cleaning up a mess, it’s about capitalizing on momentum. It’s brand awareness. Woolworths has turned a viral moment into a brand story, keeping the dialogue alive while guiding it toward their chosen narrative.

The online community has responded with humour and satire. “Cat Matlala has boosted their brand. They should thank him,” one user quipped. Another joked, “So we won’t be able to hide our shandies inside cos they are transparent.” Others wondered which version deserves the nickname “Matlala bag.” These comments show how the public has embraced the bag as more than packaging, it’s now part of pop culture.

From a PR lens, the white bag symbolizes transparency, accountability, and a fresh start. But more importantly, it keeps Woolworths at the centre of a viral conversation. In an age where attention is currency, the retailer has managed to turn a courtroom reference into a marketing win.

The verdict? Woolies didn’t just change a bag. They changed the story.