The Private Brand Movement Conference continues to be the subject of commentary and conversation, most recently in this post by Carol Spieckerman, the President of newmarketbuilders.
Color Brightens Up Private Label Packaging
Speaking at last month’s Private Brand Movement conference, Michael Ellgass, Walmart‘s director of grocery marketing, acknowledged that customers thought that the initial Great Value redesign went a bit too far into generic territory and, as a result, Walmart has begun to add touches of color back into Great Value’s packaging.
Color is coming back, and Walmart is not alone in the effort.
Kmart‘s new mantra, “colorful thinking,” says it all: The days of retail whiteout are drawing to a close. Kmart is going for full saturation with its redo of the Champion Breed pet line and both Family Dollar and Kmart are pushing for more vibrancy with their respective launches of the Family Gourmet (formerly Family Pantry) and Smart Sense lines. Mr. Ellgass revealed that ongoing iterations of Great Value packaging will incorporate customer-appropriate props. (Based on my store visits, think sensibly-plated food resting on not-too-fancy placemats with fork to the side.) Packaging will also feature more close-in photography that will make the food the “hero.” (I caught early sightings of the color-prop-close-up formula at work on pizza boxes last week.)