Holden Rebrands, Debuts New Flume Song

Holden Rebrands, Debuts New Flume Song

Holden launched its new brand and advertising campaign overnight in Melbourne, featuring a new logo, new website and a new song by Aussie music producer Flume.

The exclusive business briefing at Holden’s international design studios, the car maker revealed a new logo to give the brand “a fresh feel”, according to Holden’s general manager of marketing communications and digital, Natalie Davey.

“Our lion icon is now presented in a more premium chrome finish, consistent with the badging on all our vehicles,” she said.

“We’ve also updated the font, moving to a more sophisticated upper and lower-case combination.”

Holden also revealed fresh TV and social media ads for its new car models, the Astra and Colorado, which feature Aussie music producer Flume’s new unreleased track, Trust.

Holden Astra campaign (2016)

Ms Davey said the association with Flume signals Holden’s move to capture a new audience, having also recently signed on as a partner for the Pandora Warehouse event.

“Flume’s music is the perfect soundtrack as we redefine the Holden brand,” Davey said.

“Already a four-time ARIA winner, he represents today’s Australia.”

Davey said the car maker’s rebrand honours the company’s 160-year heritage, but is redefined for today’s Australia.

“Holden has always been a brand that engenders passion and loyalty, but we must move with the times,” she said. “The journey we’re on requires us to have a consistent focus on brand building to ensure we lay strong foundations for Australia to keep loving Holden for many years to come.

“We want Australia to re-think perceptions of Holden without losing sight of our proud history and heritage. Our history is precious to us, but we also need to challenge convention and redefine what Holden is and stands for in today’s Australia.

“Take for example, our new website. For many of our customers, their first interaction with our brand is our website, whether they are using a computer, tablet or mobile. In fact, 62 per cent of visitors to our website are new, so it’s important that this touch point embodies our brand.”

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