The first time a major retailer has rebranded itself with a well-known consumer brand
In a first for retailing, liquor retailer Bottlemart will be rebranded with supplier brand XXXX as part of a comprehensive national campaign via M&C Saatchi.
The move, that will see Bottlemart rebranded as XXXXmart, is the first time a major retailer has rebranded itself with a well-known consumer brand. The full takeover of 400 Bottlemart stores nationwide will take place for a month from tomorrow (25 February).
The fully integrated campaign also includes TV, radio, press, catalogue, online and social media executions.
Liquor marketing group general manager, Damien Page said: “We see a key part of our role as showcasing major brands in new and exciting ways."
“During this campaign, XXXX is the hero to this fully integrated national promotion with mass media communications and the opportunity to rebrand our stores and take our promotional activity to the next level. Both Bottlemart and XXXX consumers will reap the benefits of a bigger, better and more targeted promotion from a brand they love,” Page added.
“There are plans for other Bottlemart ‘takeovers’ with key national brands down the track.”
M&C Saatchi Melbourne executive creative director, Paul Taylor said, “In a category that competes almost entirely on price, XXXXmart creates impact with a point of difference that benefits the supplier, the retailer and the consumer”.
Bottlemart, part of the Liquor Marketing Group, is one of the largest independently owned liquor groups in Australia. The XXXXmart promotion runs to 24 March.