Best Buy rebrands with hologram spokesperson

US electronics retailer Best Buy has refreshed its brand including unveiling a new hologram spokesperson called Gram

Gram will debut as part of the company’s new back-to-school marketing effort across TV, online and social media platforms.

As part of the rebrand it had also changed its tagline to “imagine that” and updating its color palette to include magenta, teal and red alongside its familiar blue and yellow.

“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” said Jennie Weber, Best Buy’s chief marketing officer. “This new world of discovery is personal to every customer, their passions and the moments in life that matter most. They want technology to level up their lives — to help them do more of what they love — and there’s no one more passionate and better positioned to do that than Best Buy.”