Walgreens Debuts “Sunny Smile” Un-Named Private Brand

As part of the ongoing consolidation and reinvention of the Deerfield, Illinois based drug chain Walgreens Private Brand portfolio the first product on their new basic/value tier brand has hit the shelves. The un-named brand known internally to Walgreens Private Brand management as “Sunny Smile” makes its first appearance in the cleaning aisle with three sku’s of Liquid Dish Soap: orange, lemon and green apple.

In a presentation at the annual Private Label Manufacturers Association’s trade show this past November, which was reported on by Supermarket News, Laura Sturdevant, director of product development, private brands discussed the new brand:

“The brand will be defined by its imagery: “fresh and clean” graphics and a smiling sun, known internally as “Sunny Smile.”

The brand will have functional quality and be priced at the lowest price point, with little marketing support.

“Sunny Smile” will comprise about 50 stock keeping units of household products like paper towels and select consumables, including cookies.”

It is difficult to get a feel for the brand with only a few sku’s to look at but my initial response is that in look and feel it falls clearly between the stark now ”retro” minimalism of Loblaw’s No Name brand and the engaging modern design of Duane Reade’s bar code brand. Look for a more to come as the brand rolls out.



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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.