United Oil Introduces First Private Brand – H2O Help to Others

United Oil, a family owned company, which operates approximately 125 gas stations and convenience stores in locations throughout Southern California, has launched its very first Private Brand. The brand is “H2O Help to Others” bottled water. At retails prices of 49¢ for 16.9 oz, and .89¢ for 1 liter, this water is priced to move!  Plus, the retailer is donating 10¢ from each bottle sold to local food banks to help people in the communities it serves.

The launch of the Private Brand bottled water is a direct result of United Oil’s annual “I Got It!” Makes Cents fundraising event. One weekend a year, United Oil donates money, usually 1¢ to 2¢ from every gallon of gas sold at all of it’s gas stations to a chosen charity. This year, United Oil wanted to keep the giving momentum going, and came up with the concept to launch a Private Brand bottled water that would generate donation dollars every day of the year.

This is a great first effort in Private Brand I look forward to seeing more from United Oil.



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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.