Walmart’s Brand Reinvention with Walton Goggins
Walmart’s fresh “Who Knew?” campaign, fronted by Walton Goggins, marks a strategic pivot, inviting customers to rediscover the retailer’s breadth and innovation. By focusing on product surprises and unexpected capabilities, the campaign challenges old assumptions about Walmart as merely a discount store. The tone is curious, smart and designed to appeal to younger, digitally savvy consumers.
A New Narrative: From Discount Giant to Tech-Forward Opportunist
The campaign builds on a broader transformation at Walmart – one where the company is no longer just about low prices but about delivering high-tech solutions and lifestyle experiences. A recent Doing Business in Bentonville podcast discussed how Walmart has evolved into:
- A company capable of drone delivery in under 30 minutes
- A retailer leveraging AI-powered shopping assistants
- A business exploring new revenue streams through advertising and data services
These developments deepen the narrative: Walmart is reinventing its identity in tangible, surprising ways rather than through broad claims.
Cross-Channel Storytelling in Action
The “Who Knew?” campaign connects seamlessly across platforms:
- Traditional media and streaming use Walton Goggins to underscore the element of surprise.
- Digital creators and influencers amplify the narrative on TikTok, Instagram and YouTube.
- Walmart extends the experience with in-store touchpoints, QR codes and immersive moments that bridge physical aisles to digital discovery.
- Underlying the campaign is the company’s tech-driven reinvention, from drone pilots to AI retail systems like “Sparky," which validates the campaign’s core messaging.
The omnichannel design positions Walmart not just as a place to shop, but also to explore and discover.
Strengthening Reputation Through Innovation and Humanity
The campaign reinforces an evolving brand identity that balances bold innovation with cultural resonance:
- Technological transformation is made tangible with examples like Walmart’s AI and delivery advances.
- Cultural relevance and personality shine through Walton Goggins’ charismatic presence and social storytelling.
- Human investment remains central. As highlighted in DBBNWA coverage, while the company charges ahead in tech, it is also investing in people, upskilling store workers through an “Associate to Technician” pipeline that turns associates into $70K technologists.
This dual approach roots technological innovation within Walmart’s legacy of empowerment and customer service.
Toward Digital-First, Trust-Driven Loyalty
The “Who Knew?” campaign plays a key role in capturing the attention of Gen Z and Gen Alpha shoppers, which are audiences drawn to experience, storytelling and authenticity. By marrying tech advances with human-centered narratives, the campaign fosters relevance without losing emotional resonance.
This positioning differentiates Walmart culturally and lays the foundation for loyalty built on trust, surprise and future-forward momentum.
