I was looking for a cooler to put in my car to take lunch to work. Other outdoor stores had this at around $25-$30. Saw it at Big W at Eastland, Ringwood today, Price tag said reduced to $15, came up at $10.50 when scanned because they have a further 30% off this weekend. :)
edit: the additional 30% off is in store only - it will display for $15 at checkout then remove the extra 30% when hitting 'finalise payment'