Best Buy is launching a new branding campaign. The campaign kicks off following several years of a turnaround plan and as the electronics retailer looks ahead to its Best Buy 2020 growth strategy.
With what the company called a focus on enriching people’s lives through technology, and expanding what and how it sells products, the Best Buy campaign signals that the brand is also evolving.
The new marketing strategy touts, “Let’s talk about what’s possible.” It tells the story of the company’s “Blue Shirts” and how it aims to inspire and help consumers understand what they want to do and how technology can help them achieve new things.
“Telling the story of our people— and how we make a meaningful impact on customers’ lives— is at the heart of this work,” said Whit Alexander, Best Buy chief marketing officer.
The creative elements of the refreshed branding include an updated Best Buy logo and a new look and feel with updated colors, photography and conversational language. It is designed to highlight the company’s culture, expertise and employees. It is the first time the logo has been updated in almost 30 years.
“Best Buy” still appears in bold, black font, but now it resides outside of the retailer’s signature yellow tag. The tag serves as graphic punctuation and a visual connection to its history. The logo already appears on BestBuy.com and in digital ads and TV commercials and soon it will appear on uniforms, shopping bags and signage.
New TV commercials and digital videos will debut on May 13. The ads focus beyond just products and position the Best Buy shopping experience. The commercials are said to highlight the Blue Shirt’s role as “an inspiring friend” who helps customers solve their needs and discover what’s possible with technology. The ads focus on the conversations between the company’s team and consumers. The products are the payoff at the end.
The ads were shot in black and white, with the only color being the bright blue of the Best Buy employee’s shirt. The products, meanwhile, were shot against a bold, blue background.
“We have a great story to tell,” Alexander said. “The core of what differentiates Best Buy versus everyone else is that we understand your unique needs and how tech can enhance your life.”