How Walmart is looking to redefine itself to high-income e-commerce shoppers

This year, Walmart has been on a marketing blitz to change what people think of its brand, both in subtle and more obvious ways.

At the start of 2025, Walmart took a subdued approach to redefining its image, updating its brand identity with a thicker, bolder logo and spark icon, as well as slightly different shades of blue and yellow — meant to modernize and refresh the brand’s visuals while acknowledging its long history in retail. In June, Walmart took a louder approach to telling people things have changed as it launched a new ad campaign called “Who knew?” The campaign includes a TV ad that opens with actor Walton Goggins from HBO’s “The White Lotus” sitting in a sauna, saying it’s a secret that it came from Walmart, but that soon everyone will know it. The same secret applied to other items shown in the ad, like dancing shoes, an accordion and even a megaphone, all of which are available on Walmart’s website and app, if not its stores.

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Postmedia Reports Second Quarter Results

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