Sam’s Club launches rebranding and new campaign in Mexico

Sam’s Club is undergoing a major rebranding and operational transformation in Mexico to celebrate its 35th anniversary. As part of this new phase, the company has introduced a refreshed visual identity and a new logo designed by the agency Turner Duckworth. The updated branding features lowercase typography and integrates the company’s iconic diamond shape into the apostrophe of the name.

To support this relaunch, actor Jaime Camil has been named the brand ambassador for the campaign titled “Sólo faltas tú”. The initiative aims to modernize the shopping experience by better connecting physical stores with digital tools, such as the Scan & Go feature. The initial rollout of the new concept will begin at specific locations, including the Lomas Verdes club in the State of Mexico and the San Jerónimo club in Mexico City.

In conjunction with the rebranding, Sam’s Club has implemented promotional membership pricing to attract new members. During a specific promotional period in October, the Club membership was reduced to 350 pesos and the Plus membership to 599 pesos. This strategy is part of a broader effort to modernize the brand and appeal to younger consumers through improved digital platforms and intuitive shopping spaces.