Comet has announced that its brand identity is undergoing a major transformation, as the retailer looks to engage customers and improve sales figures.  

Marketing news source Marketing reports that the electrical retailer will launch a multi-million pound advertising campaign on 15 September, in a bid to reposition Comet as a ‘fun’ place to shop.

Comet’s new adverts will feature the slogan ‘Come and play,’ and will show staff members interacting with products and sharing their knowledge with customers.

As part of the rebrand, Comet’s logo will receive a makeover and staff members will be given new, boldly-coloured uniforms to make them look younger and more relaxed.

According to Marketing Week, Comet will also refurbish 60 of its 250 UK stores, making product displays more attractive ahead of the busy Christmas period.

Comet officials say that the rebrand is an attempt to improve the in-store experience and make customers more engaged with the products on offer.

“We want to revive the in-store experience and make it the best bit of choosing products,” Marketing Week quoted Mr Darke as saying.

“Our friendly in-store experts have all the knowledge to help customers make the right choices and help them understand the amazing benefits technology can bring to their lives,” added Bill Moir, Comet’s head of marketing.

The first of the new adverts will be aired during ITV’s European Champions League coverage on 15 September, and will have a football-related theme.

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