Tactics To Steal From Walmart’s New Positioning Campaign
Walmart’s latest brand campaign is a masterclass in reframing perception. In this post, we break down the six smartest tactics from their new “Who Knew?” campaign—ranging from budget-friendly basics to big-brand moves—and show how you can adapt them to elevate your own brand positioning.
“Walmart. Who Knew?”
That’s the headline of Walmart’s latest brand campaign—one aimed at reshaping how consumers perceive the retail giant. Long seen as a brick-and-mortar destination for budget-friendly basics, Walmart is now positioning itself as a modern, omnichannel retailer.
The campaign responds to a challenge many brands face: evolving faster than public perception. Despite years of digital investment, many shoppers still associate Walmart primarily with its physical stores.
On the campaign landing page, Walmart addresses this head-on:
Dear America,
We’ve been called a lot of things. A big-box store. A budget hero. Your go-to place for all your weekend errands.
You’ve known us for years. Decades. We’re flattered.
But here’s the thing: we’ve changed. A lot.
And we think it’s time to reintroduce ourselves.
They go on to list those changes:
More than half a billion items available to order online or through the Walmart app
Express delivery
A membership program with exclusive perks
And a digital experience that’s—quote—“better than most people realize.”
This campaign also comes on the heels of a visual brand refresh. Walmart introduced a new typeface, a more vibrant blue, and a brighter yellow spark. “[The brighter spark] is a move intended to reinforce the logo’s status as a standalone symbol that can shore up Walmart’s brand equity,” explains David Harman, Walmart’s VP of Creative.
The “Who Knew?” campaign uses a mix of smart tactics to reframe the brand in the minds of millions. In this post, we’ll break down those tactics—and show you how to apply them to your own positioning strategy.
Walmart’s Brand Positioning Campaign Tactics
Walmart’s new “Who Knew?” campaign is packed with smart, tactical moves—and some of them are surprisingly accessible for brands of any size.
Tactics 1–3 can be adapted for campaigns with almost any budget. Think of them as foundational elements for positioning work.
Tactics 4–6 lean bigger and bolder, making use of larger budgets and wider reach.
Tactic 1: A Memorable Tagline
The tagline—“Who Knew?”—shows up consistently across campaign touchpoints. It’s short, sticky, and does the heavy lifting of reframing perception. Taglines shouldn't be created on a whim, but when you're repositioning your brand, this is exactly the right time to invest in one.
Tactic 2: Consistent Messaging
From the landing page to the TV spots, the language in this campaign is tightly aligned across channels. Take this commercial featuring Walton Goggins: it echoes key messages from the master campaign landing page (i.e., Walmart has “more than half a billion items”) and reinforces the tagline throughout. When done well, consistent messaging doesn’t feel repetitive—it feels cohesive.
Transcript: “You wanna hear a secret? This sauna is actually from Walmart–one of over half a billion items. <Huh, who knew?> Soon, everyone will. Sebastian, please get out of my sauna. This mama’s big. Bear spray! Trust me, they’ve got it. <Who knew? Who knew> I’m not the only one with a fine set of ivories. <Who knew? Who knew?> Whoa whoa whoa, let’s settle this like men with the Walmart app. <Who knew? Who knew?> Who knew? Remember your ABCs: always be clogging! And all of this, these dancing shoes, that accordion, even this megaphone–all available on the Walmart app. Walmart has dancing shoes? They have over half a billion items! <Who knew? Who knew?> The Walmart you thought you knew, is now new. Who knew? Guess we should call you Walter Cloggins! No they shouldn’t, Dwight.”
Tactic 3: A Dedicated Campaign Landing Page
It sounds basic, but you’d be surprised how often brands skip this. A master campaign landing page acts as the digital home base—anchoring your narrative and capturing organic search from people (like me) who go looking after seeing the ad. Too often, landing pages are built only for ad traffic, missing the bigger storytelling opportunity.
Tactic 4: Celebrity Partnerships
Walton Goggins stars in the flagship commercial, but he’s not the only familiar face. Stephanie Beatriz leads a Spanish-language version of the ad, and both Paris Hilton and NBA player Russell Westbrook teased the campaign with social posts featuring blue-and-yellow Walmart bags marked with the phrase “I knew.” It’s a well-orchestrated approach to celebrity partnership across audiences.
Tactic 5: Multilingual Execution
Though not labeled as its own tactic in many breakdowns, Walmart’s decision to create distinct ads for different language audiences—like the Spanish-language version with Beatriz—signals a commitment to cultural relevance and reach. If your audience is multilingual, your campaign should be too.
Tactic 6: Lyric Adaptation
Listen closely and you’ll hear a clever twist on the 1982 hit “Gloria” by Laura Branigan. Walmart swaps out the original “oo-oo, oo-oo” with “Who knew, who knew”—tying the music directly to the campaign theme. It’s a playful, memorable moment that sticks with the viewer long after the ad ends.
Conclusion
Whether you're working with a lean team or a full-scale production crew, there’s something to learn from Walmart’s “Who Knew?” campaign. At its core, this effort is about reshaping perception through strategic storytelling—anchored by clear messaging, consistent execution, and a few standout moments that make the brand feel fresh again. Steal what works for your budget, scale it to fit your audience, and don’t be afraid to reintroduce your brand to the world.
