Walgreen Launches Nice! Private Brand

Christopher Durham Aug 14, 2011 5

Deerfield, IL based drugstore Walgreen continues the evolution of its Private Brand portfolio with the launch of Nice! a Private Brand that solidly occupies the National Brand Equivalent space with a playful attitude and a refreshingly memorable name and a direct tagline, “Smart quality. Everyday.”

This stands in stark contrast to many of the Private Brands launched over the last few years whose names seem to be generated by a “private label” random name generator composed of generic words. While the design clearly fits into the American Private Brand school of white-based package design it is clearly closer in both intent and attitude to Publix’s much award Private Brand then to the original stark sometimes-awkward Great Value from Walmart

The brand occupies a portion of the space formerly held by both Walgreen and Deerfield Farms branded products, the move comes as Walgreens attempts to tighten and further define its Private Brand portfolio. “You will see a lot of transition within Walgreens brand portfolio over the next 12 to 18 months,” says Maurice Alkemade, divisional vice president, general merchandise manager for private brands in an article for the trade publication  Private Label magazine.

“I believe the Walgreens brand means health and wellness. That’s where it should live. We will slowly move away from the W brand and transition that back to the Walgreens brand that will be dominant in health and wellness. You will not see it in categories that aren’t health and wellness.

In non health and wellness categories, Walgreens is now going through a very disciplined approach to determine what brands belong in which categories for its existing portfolio of private brands, according to Alkemade. “That’s what I mean when I talk about brand positioning. It’s creating homes for each of these brands so that everyone understands what fits in each one and what doesn’t. As a result, it will be easier to market — easier to communicate to our consumers exactly what each of these brands represent.

“We are working on determining what is the role of each of our existing brands and determining what new brands we can develop that have better potential. But we are in the early stage of this process.”

The introduction of Nice! gives Walgreen the ideal companion to the premium food Private Brand Good & Delish, originally developed for Duane Reade.

The initial sku’s are in dried fruit, white rice, baking soda, canned soup, tomato sauce, tea bags and macaroni & cheese however I expect to see a large influx of newly branded products over the next few months. Nice! is currently supported with instore marketing including: ceiling, signs, aisle violators and instore radio. If you look carefully you will also find a few items appearing in the weekly flyer including Nice! Honey and Nice! Macaroni & Cheese.

Nice! work.



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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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  1. kevin saladyga Aug 15, 2011 at 6:34 am - Reply

    great coverage!

  2. Tom Stephens Aug 15, 2011 at 10:17 am - Reply

    great job, Walgreens. This is really good looking and dovetails well with Good and Delish. A real solid 2 punch program to embrace the new Walgreens H&W brand as it develops.

  3. Stephen Painter Aug 17, 2011 at 8:01 am - Reply

    The new brand will appeal to so many different generations. The packaging is really clean and colorful it would stop me in the store. Like the article and I think that Walgreens will see good results from the launch.

  4. Dorie Jun 26, 2013 at 3:31 pm - Reply

    I tried the Nice tissues & I was very impressed. Not only were they priced less than tssues at the Dollar store but they were very soft.
    I have found that,usually,the lesser priced tissues have a tendency to be less refined & less gentle but the Nice tisues could stand up to the more well know brand—the ‘K’ tissues.
    Good job!

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