Sunny Smiles, Walgreens & Chocolate Chip Cookies

Deerfield, Illinois based drugstore Walgreens continues the evolution of its Private Brand portfolio with the roll out of their new un-named “Sunny Smile” brand. The new or re branded items continue to trickle into the store, this time they have emerged in the grocery aisle, with an assortment of value priced cookies. The entrance of “Sunny Smile” into groceries creates a traditional three-tiered Private Brand architecture: Good & Delish, Nice! & “Sunny Smile.”

“Sunny Smile” is the definitive value player here, the design is stripped down and basic complete with logo/clip art from the PTA newsletter. The pricing and product reflect that aesthetic, and re-affirm the basic nature of the brand.

I have to say I much prefer Duane Reade’s “Bar Code” brand.



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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.