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.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]