Bottlemart has become the first major retailer in Australia to rebrand with a well known consumer brand.
Bottlemart, part of the Liquor Marketing Group and one of the largest independently owned liquor groups in Australia, has rebranded with supplier brand, XXXX, as part of a national campaign created by M&C Saatchi.
The full takeover of 400 Bottlemart stores nationwide will take place for a month from tomorrow. The XXXXmart campaign also includes TV, radio, press, catalogue, online, and social media executions.
Liquor Marketing group GM, Damien Page, said the Liquor Marketing Group sees a key part of its 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 said.
Page said there are plans for 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”.
