Chapter two of the Dollar General and Publix comparison. I look back at the pictures and wonder again at the differences and strangely enough similarities of the two retailers. They are certainly positioned in two distinctly different spaces, but in looking at the product shots the gap is really not that wide. Both sell Private Brand soda, in all likelihood manufactured by Cott Beverage, both sodas taste pretty good and compete remarkable well against the national brands. The difference is truly in the branding.
The Clover Valley Orange Soda portrays the brand well and in the monotone colors really presents itself as Private Brand. It speaks to the Dollar General brand well and reinforces their overall value proposition.
The Publix sodas tightly follow the overall design architecture that has won many awards over the last several years, but it is really the subtlety of the design that is intriguing. There is a sense of humor to it and a quiet elegance that allows the white space to serve as a exclamation point in a sea of over designed national brands. It is a sign of a retailer mature in their branding who is willing to allow their Private Brands to be discovered and embraced as part of their overall brand strategy.
The next and final chapter of this series will look at the Private Brand portfolio strategy of both retailers. Stay Tuned.