Let’s be real, when most people think “Walmart,” they think giant aisles, low prices, and convenience on tap. Functional, sure. Flashy? Not so much. For years, the brand’s identity hovered somewhere between budget-friendly and boring.
But in 2025, Walmart came in hot with a rebrand that didn’t just update its image; it turned its entire reputation inside out. The “Who Knew?” campaign is more than clever copywriting. It’s a full-blown perception shift served with humor, confidence, and just enough swagger to surprise you.
The sauna scene that says it all
The campaign kicks off with actor Walton Goggins lounging in a sauna, one he bought from Walmart, no less. It’s unexpected, funny, and oddly disarming. He walks viewers through the kind of elevated, unexpected products the retailer now offers: trendy home goods, express delivery, upgraded memberships. It’s a flex, but a friendly one.
On the surface, the ads are quirky. But peel back the punchlines, and you’ll find a rebranding strategy that’s remarkably smart. Walmart is effectively reintroducing itself, and the message is crystal clear: We’ve changed. Maybe it’s time you changed your mind about us, too.
What Walmart is actually doing
Here’s the genius: the “Who Knew?” tagline doesn’t just catch your ear, it challenges your expectations. It leans into the disconnect between what people assume Walmart is and what it’s actually become. It’s a winking nudge that says, You had no idea, did you?
The campaign spans TV, digital, social, and OOH (out-of-home) placements. But unlike a lot of “we’re hip now” brand makeovers, it’s not trying too hard. The tone is playful, the pacing relaxed, and the confidence earned.
And it’s not just creative, it’s working. Walmart’s Q1 numbers showed a 2.5% revenue increase year-over-year, and their ad business is booming, up 50% globally. That kind of growth doesn’t happen by accident. It’s what you get when your brand identity finally aligns with your actual capabilities.
Rebranding, threaded through the details
What makes this campaign so sticky is how grounded it feels. In one spot, Stephanie Beatriz shows up after a baby’s gender reveal, but thanks to Walmart’s speedy delivery, she’s got the perfect gift just in time. The ad is breezy and funny, but it also reinforces Walmart’s value prop: convenience without compromise.
Even visually, the rebrand runs deep. Walmart updated its typeface and brightened its color palette. The iconic spark logo? It’s no longer just a decorative flourish. It’s now a signal of energy, momentum, and modernity. Every touchpoint, from the app to store signage, feels aligned. That kind of brand cohesion? Not easy. But when done right, it’s transformative.
What marketers and entrepreneurs should take away
You don’t need Walmart’s scale or budget to pull off a great rebrand. What you do need is clarity. Walmart didn’t just guess what people thought; they knew. And instead of running from old perceptions, they leaned in and flipped the narrative.
That’s the playbook:
- Own the gap
Identify what people assume about your brand. Use that as your starting point, not something to hide, but something to reframe. - Surprise them with substance.
A slick ad is cool. A slick ad backed by real change? Way better. Walmart didn’t just change the messaging; they improved the experience. - Show up consistently
Rebrands fail when they’re inconsistent. But Walmart made sure “Who Knew?” echoed everywhere, from giant billboards to bite-sized Reels. And that consistency builds trust.
Rebranding that actually sticks
Here’s the real headline: Walmart didn’t change who they are; they changed how we see them. And they did it without being performative. No forced coolness. No rebrands that smell like desperation. Just a smart, self-aware repositioning that says, “Hey, we’ve grown up a bit. Take another look.”
They didn’t overhaul their mission. They polished it. They matched their story to their service. And they told that story with personality, a little self-deprecating charm, and a whole lot of intention.
It’s the kind of rebranding that doesn’t just feel good, it feels real.
From big box to big lessons
Whether you’re running a legacy brand trying to modernize or launching your first startup out of your garage, the lessons here are universal:
- Rebranding isn’t slapping on a new logo
- It’s not about trying to be someone else
- It’s about reminding people who you’ve become and doing it in a way that actually matters to them.
The “Who Knew?” marketing strategy works because it’s honest, human, and refreshingly fun. And let’s be honest, when’s the last time anyone said that about a retail giant?
FAQs
1. How important is humor in rebranding a business?
Humor makes people feel something, and that’s what makes them remember you. A smile can be more powerful than a slogan.
2. Do I need to be everywhere online to run a campaign like this?
Not at all. Focus on showing up where your audience already spends time, and make sure your message is consistent across channels.
3. Is rebranding just about changing how things look?
Nope. Rebranding is about shifting how people feel when they think about you. It’s perception, experience, and tone, all working together.