Kmart unveils $25m rebranding campaign

Discount retailer Kmart has launched a $25m campaign to revamp its Tyre and Auto Service.

Rolled out over the next 12 months, the investment will see 250 stores rebranded with new signage, as well as interior and exterior refurbishments.

Kmart Tyre & Auto Service general manager of marketing, Tony Skallias, said: “This is a significant investment by the company and we’re really aiming to pass the benefits on to our customers. We see this investment as a catalyst for positioning the brand as a market leader within the industry. It also supports our ‘Winning the Customer for Life’ strategy, which seeks to grow our business organically through building engaging and sustainable relationships with our customers.”

The revamp follows the appointment of ad agency BWM in June, and a recent push to re-engage own-label brands with customers.

The re-brand was handled by Davidson Branding.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.