Nice! Commercial, Nice! Brand Building

Walgreens Nice! Commercial
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Walgreens continues to aggressively market its Private Brands, this time with a fresh new commercial for it’s national brand equivalent Private Brand Nice! The spot is punctuated by every parents nightmare theme song “chopsticks” and a cacophony of everyday sounds ranging from a kettle whistle to a bell ringing. I am not sure what this says about the brand or its products, but it definitely begs for attention; if for no other reason than to tell your kids to stop banging on the piano.
The spot also features a “call to action” in a $2 coupon at the register with the purchase of $10 worth of Nice! brand products.

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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.