By Amy Looker, editor – National Liquor News
Bottlemart has teamed up with beer label XXXX in a promotion that will see the retailer rebranded as XXXXmart.
Launched on Wednesday, the XXXX takeover of 400 Bottlemart stores nationwide will run for one month alongside an integrated marketing campaign including TV, radio, press, catalogue, online and social media executions.
According to Liquor Marketing Group’s general manager, Damien Page, the campaign is a new and exciting way to showcase major liquor brands, with more key national brands scheduled to ‘takeover’ the Bottlemart banner later this year.
“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,” said Page.
“Both Bottlemart and XXXX consumers will reap the benefits of a bigger, better and more targeted promotion from a brand they love.”
Developed for Bottlemart by M&C Saatchi, the campaign is scheduled to run until late March.