This week, as part of a month long new campaign, Bottlemart stores across Australia will see their name and signage rebranded to incorporate the XXXX beer brand.

The campaign has been created by creative agency, M&C Saatchi and will see Bottlemart rebranded to XXXXmart.

The rebranding aims to endorse the XXXXmart Summer Survival Promotion over the next week, in which 1000 prizes will be up for grabs.

Liquor Marketing Group 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.”

While 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”.

The campaign will also be promoted through TV, radio, press, catalogue, online and social media executions.

Mr. Page also says there are already plans for other Bottlemart takeovers with key national brands in the future.