M&C Saatchi has convinced Bottlemart to let it rebrand 400 Bottlemart stores XXXXmart for one month beginning February 25.

“We see a key part of our role as showcasing major brands in new and exciting ways,” Liquor Marketing group general manager, Damien Page, stated.

Bottlemart is supporting XXXX by letting it take over its brand name. 400 Bottlemart stores throughout Australia will be known as XXXXmart for one month from February 25 – March 24.

That idea, which belongs to belongs to M&C Saatchi, has to get 10 out of 10 for attention, impact and recall.

But just in case it does escape anyone’s notice, the campaign includes TV, radio, press, catalogue, online and social media executions.

“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 noted, “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”.

Kwp! had a go at selling Bottlemart with bloke-y humour in its six part campaign in 2012, Better Get to Bottlemart, but to really appreciate how far Bottlemart ads have come, let’s go back to 2007.