In order to gain attention in a crowded category that gains customers almost solely on price, liquor retailer Bottlemart will be rebranded with Lion brand XXXX, as part of a national campaign via M&C Saatchi.
The move will see 400 Bottlemart stores rebranded as XXXXmart for a month from today, with this being the first time a major retailer has rebranded itself with a well-known consumer brand.
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.”
“There are plans for other Bottlemart ‘takeovers’ with key national brands down the track”, Page added.
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."
The fully integrated campaign also includes TV, radio, press, catalogue, online and social media executions.
This isn't the first time the XXXX brand has turned away from the traditional ad campaign, with Lion looking to quirkier ways to get the brand message across, such as the successful XXXX Island.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com