 In 2004, BI-LO relaunched with the slogan "Why Pay More".In July 2006, Coles Myer CEO John Fletcher announced a strategy to progressively re-brand BI-LO, Kmart, First Choice Liquor, Liquorland and Theo's under the Coles banner.BI-LO supermarkets were to be re-branded as Coles supermarkets, with others changing to other Coles Group businesses.