The Facts Are On The Back – CVS Private Brand Takes A Stand!

This week, Woonsocket, Rhode Island based drugstore CVS features it CVS Pharmacy Private Brand over-the-counter medications in a half page ad in their weekly flyer. The ad challenges customers with the headline “The Facts are on the Back, Just check the active ingredients are the same.” The layout includes six popular OTC items in a “Buy 1 get 1 50% off” promotion as well as a “compare and save” inset of the comparable national brand product.

This takes “compare & save” to a whole different level, so instead of compare and save it really asks the question, “Why pay more?” Bravo!



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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.