Private Brand Romanian Style

This post comes from far across the ocean, or more specifically Romania in Eastern Europe. Florin Frasineanu manage of the Romanian Private Brand site brandprivat.ro submitted this great tip on a Private Brand promotion from Metro Cash & Carry (part of the Metro Group from Germany). Simply customers could buy one box (4 bottles Coca Cola 2l.) and get 2 boxes of the national brand equivalent Private Brand “Fine Food” spaghetti.

The spaghetti was sold in a limited edition package that was co-branded a Coca-Cola logo and the line “meals with Coca Cola are more tasty.”

According to Florin this is a first for Private Brands in Romania.



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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.