Private Brand Lucky Ducks from Walmart

I wrote about the introduction of Lucky Duck at Walmart in a post late last year, this post gives a little more insight into its creation from the agency who developed it.

Dragon Rouge developed a new Private Brand for Walmart that includes a collection of 5 varietals from well-known regions around the world, including Sauvignon Blanc and Cabernet Sauvignon from Chile, Chardonnay from South Eastern Australia, Shiraz from Australia and Malbec from Argentina.

‘The major challenge was to develop a brand that could support an international range of varietals while demystifying the language and experience of wine drinking that has traditionally been a barrier to wine enjoyment’ said Eric Zeitoun, president of the New York office of Dragon Rouge.

Dragon Rouge identified the brand idea of ‘everyday pleasures’ and created the brand name Lucky Duck to convey a fun approachable personality and appeal to consumers looking for a balance between taste and casual lifestyle.

“We created a wacky yet elegant duck character that captures the fun, playful personality of the brand. The duck cleverly showcases the brand’s international varietal range with simple accessories that hint at the wine’s origin and reinforce the brand’s spirit of discovery with a touch of irreverence” says Marcus Hewitt, Chief Creative Officer of Dragon Rouge USA.



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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.