Private Brands Star for the Holidays in the Duane Reader

Walgreens owned, New York centered drugstore chain Duane Reade is gearing up for the holiday season with the upcoming release of its in-store publication: The Duane Reader Holiday Edition 2011.

“The Duane Reader is an emblem, representing our focused dedication to New York living made easy, that’s brought to life with colorful creative inspired by our fellow New Yorkers,” stated Joe Magnacca, president of Duane Reade and president of daily living products and solutions for Walgreens. “We continue to elevate this publication, which has coincided with our aggressive rebranding initiatives, and we continue to enjoy stretching the far-reaching boundaries of our Duane Reader.”

“We introduce real-life, city-driven topics directly relating to these wonderful new products in a whimsical way that’s classic New York,” Magnacca continued. “We are also in the process of taking our customers through a digital, sensory journey of the Duane Reader exclusively on our Facebook page throughout the entire holiday promotional period.”

The Duane Reader Holiday Edition 2011 will highlight New York-centric themes, with a backdrop of hard-edge copy boasting humorous tidbits, useful advice, tips and exclusive price deals available for a limited time only in all 250-plus Duane Reade stores in the New York metropolitan area.

Private Brands will take center stage with the introduction of a number of new Good & Delish Private Brand products including:

  • Good & Delish fruit first pieces and fruit bars: Full fruit servings of acai, strawberries, blueberries and raspberries in on-the-go packs; and
  • Good & Delish butterscotch & chocolate haystacks: Butterscotch- or chocolate-covered oats and crispy corn flakes that create an untraditional cookie.

The Duane Reader Holiday Edition 2011 launch will commence a store-wide, limited-time-only “Win What You Buy!” Sweepstakes. With the purchase of any Good & Delish product from Nov. 12 through New Year’s Eve, every customer will have a chance to instantly win their entire basket of items.

“This sweepstakes promotion will serve to reward our most loyal Good & Delish brand advocates and introduce new customers in a delightful way to the unsurpassed quality of the Delish brand we’re so proud of,” said Paul Tiberio, SVP merchandising and CMO for Duane Reade. “We are also excited to offer over 20 Nice! SKUs, with more to come in the next few months.”

“The Nice! brand offers savvy New Yorkers great-tasting products that are at least as good as the leading brands while being value-priced lower than those same brands,” Tiberio continued. “One of my favorite items are the Nice! fudge dunked graham cookies. Our ‘Win What You Buy’ promotion will generate hundreds of winners every week chain-wide, and all customers have to do for a chance to win is purchase any one of our exciting mix of Good & Delish products. In addition, every Duane Reade private-label brand item purchased earns double points in Flex Rewards, our signature loyalty program.”

Previous articleConAgra Aquires Private Brand Pretzel Maker
Next article2011 PLMA Trade Show Opens With Record Crowds
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.