Pets Love Private Brands – PLMA’s New Pet Care Pavilion

Pets want Private Brands, too. In fact, a Private Label Manufacturer’s Association (PLMA) video launched on the internet today shows dogs and cats prefer store brands 2 to 1.
A trio of pets are captured in the 60 second promotional video for PLMA’s new Pet Care Pavilion. The commercial borrows stylistically from classic TV ads with a nod to the latest “lolcats” and “memes” – humorous concepts that spread like mass greeting cards across the social web via YouTube, Twitter, Facebook, Tumblr and other such sites.
To call attention to the rising importance of pet care categories in store brand portfolios, the Pet Care Pavilion will feature pet foods, supplies and accessories from exhibitors at PLMA’s 2012 Private Label Trade Show, November 11-13 in Chicago, while also showcasing what retail chains and pet specialty stores are doing with their private label pet programs.



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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.