Centrepoint embraces family and fashion in new positioning

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Impact BBDO effects transition to ‘Family. Fashion. One Destination’ from ‘Four Great Brands..One Destination’.

Fashion retailer Centrepoint has adopted a new communication platform, shifting from ‘Four Great Brands…One Destination’ to ‘Family. Fashion. One Destination’.

The four brands under the Centrepoint umbrella are Baby Shop, Splash, Shoe Mart and Lifestyle. Centrepoint has 109 stores across UAE, Saudi Arabia, Kuwait, Oman, Bahrain, Qatar, Jordan, Egypt, Libya and Lebanon.

The new positioning was developed by Impact BBDO, in a process that has taken five months.

Saurabh Dahiya, planning director, Impact BBDO and Proximity Dubai, said, “Centrepoint has grown fast with strong fashion and family equity. However this was missing from the brand’s marketing communication. We wanted to leverage the fact that four unique brands come together to deliver an attractive family shopping experience. With the new Autumn-Winter launch campaign, we delivered both objectives and a new purpose that paved the way to – ‘Family. Fashion. One Destination’. This marks the commencement of an exciting line-up of activities and seasonal campaigns for Centrepoint’s new promise.”

The visual identity adoped in the new campaign is rooted in the concentric circles that form the brand’s logo.

Gautam Wadher and Aunindo Sen, creative directors, Impact BBDO, said in a statement: “Centrepoint’s circles and the four rings within them are an ownable asset. We wanted to highlight them in a larger than life manner by showcasing their products in the form of the four circles with their target audience at the heart of it all, reinforced by the new brand positioning.”

Shyam Sunder, DGM marketing, Centrepoint, explained, “The starting point for any communication is to ensure the brand identity allows it to stand out from the clutter of the competition. With the new brand campaign, we believe we have been successful in catapulting Centrepoint’s image to truly an international brand”.

The new look and positioning statement were launched on 21 September 2014.

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