In a world-first promotion, we leased Bottlemart’s naming rights to XXXX, one of the country’s biggest selling beer brands.

Bottlemart’s brand name became media space available to the highest bidder

During a month-long promotion, everything Bottlemart became XXXXmart.

Not only did XXXX pay for naming rights across all 400 Bottlemart stores, they also paid for a month-long, fully integrated XXXXmart promotion that drove up XXXX beer sales and Bottlemart’s brand awareness.

Suddenly, for the first time, people started to take notice of the brand.

They began posting pics of the XXXXmart store name change on social media.

As brand awareness rose, so did sales.

Soon, alcohol brands started out-bidding each other to be the next brand to take over Bottlemart stores.

Each Bottlemart brand takeover required a massive logistical effort. Every single Bottlemart store in the country, all 400 of them, was entirely rebranded; from external shop signage to staff badges and everything in between. Beyond the physical takeover of the store, every month-long promotion was driven by a supporting integrated marketing campaign. The XXXXmart promotion program included more than two million XXXXmart branded catalogues, press, radio, PR, digital and social.

As you’d expect, when you innovate the category, you get rewarded.

During XXXXmart:

XXXX sales rose 68% year-on-year.

XXXX SummerBright sales increased 101% year-on-year.

Bottlemart website traffic grew 53%.

However, the greatest endorsement of this strategy is that other alcohol brands have signed up for Bottlemart brand-takeovers, including XXXX’s major rival, Carlton Draught, Australia’s most popular beer brand.

During CarltonMart:

Carlton Draught sales rose 82% year-on-year (vs. category recording 16% decline) exceeding 1 million cases for the first time in history.

Social reach was 1.013 million people.

Bottlemart social engagement rate was 75.9%.