Drugstore Private Brands Invade Sunday Newspapers

Many of my frequent readers have heard me talk about my family and my wife’s affinity for couponing, she writes a on again, off again blog call Drugstore Mom about her love of drugstore loyalty programs and couponing. So every Sunday morning we sit down with our local newspaper, and I read the paper and she clips coupons and looks for deals. She was particularly excited this week as there where five FSI’s (Valasis, P&G, etc.) so she came home with two newspapers.

I read the inserts but my focus is on Private Brands and related news so I started to notice a trend not one but all three of the major drugstores in our market are featuring Private Brands in their Sunday circular.

Walgreen’s features Private Brand allergy relief products on the cover, an entire page of Private Brand products on page two and numerous other Private Brand products throughout the twelve-page circular. Notice the packaging creative is clearly in transition, it will be interesting to see how Private Brands evolve in Walgreens and where the W and Walgreens branded products will play.


Rite Aid is running a “Buy One Get Second one 50% Off” on all it’s Private Brand Rite Aid Private Brand products. The promotion is featured on the last page of their twelve-page circular.


CVS inserted a sixteen-page circular which includes CVS Private Brand products throughout as well as a “Buy One Get Second one 50% Off” block on page four.


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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.