CVS Introduces New Private Brand – Petcentral.

CVS Private Label - Pet Central - Cat Litter 3

Petcentral-InstoreMarketing InstitueCVS Pharmacy has introduced a new Private Brand named Petcentral. With the tagline “care, groom, play…” Petcentral will be the centerpiece of the new CVS pet care aisle. After visiting our local CVS, the new brand currently consists of natural cat litter, a pet bed, balls, chew toys and rawhide bones and is expected to expand significantly over the next few months. According to the Instore Marketing Institute the new section will be marked by branded aisle violators carrying the  “care, groom, play…” message.

The brand is represented in store by a clean somewhat spartan, white bright primary color package design that conveys the traditional private label value message.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.