Liquor retailer Bottlemart will be rebranded with beer brand XXXX as part of a national campaign from 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 the 25th of February
The fully integrated campaign also includes TV, radio, press, catalogue, online and social media executions.
Bottlemart is part of the Liquor Marketing Group and its 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.”
Bottlemart is one of the largest independently owned liquor groups in Australia. The XXXXmart promotion runs to 24 March.