Shoppers Drug Mart Launches “Rediscover Life Brand” Campaign


Life BrandCanadian retailer Shoppers Drug Mart wants Canadians to get to know its largest Health & Wellness Private Brand “Life”, so it has introduced a new campaign called “Rediscover Life Brand”.

It’s one of the biggest campaigns that Shoppers Drug Mart has undertaken for Life Brand and includes a fully integrated campaign composed out-of-home as well as in store marketing, window posters, cart signs, associate uniforms, weekly flyers and incremental inserts.

Shoppers Drug Mart has also posted a 30-second video on its website that references the 1,400 products in the private brand. The retailer has also refreshed the package design of many of its Life Brand products with an updated modern logo as well as updating and upgrading product specifications.


Previous articlePB CAREERS: Target – Sr Group Manager Product Development
Next articlePB CAREERS: Michaels – Manager – Private Brand
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.