Walgreens Makes Nice! Even Nicer

In late 2011 Walgreens consolidated its food private brands into a new brand they called Nice!. The brand combined a competent execution of white based brand designed made popular by Publix with a name that has real personality. Nice! represented an interesting evolution for the naming of private brands that pushed it beyond the generic Great/Essential/Guaranteed/Value names that work hard to convince potential customers their products are cheap.

Nice! Everyday
Nice! Premium
Nice! Organic

This week Walgreens published a video on Youtube that reveals what observant shoppers may have noticed over the last few weeks. Six years after its introduction Walgreens is rolling out a repositioned and redesign Nice! to 1000 products across 25 categories. The repositioning splits the brand into three segments: Everyday, Premium, and Organic which are visually connected and related by design but unique to the segment. It’s a “nice” portfolio and design evolution that creates a much more ownable brand.

“Introducing the new Nice!: Simple. Honest. Delicious.

Our story starts at the core with an honest approach to living well & eating better, without sacrificing those little treats that brighten our day. Focusing exclusively on food & beverage products, we prioritized great tastes, while removing the bad stuff wherever possible. Take the guess work out of making a better choice; simply choose Nice!. Nice! will show the world that living well shouldn’t be complicated; it should be Simple. Honest. Delicious.”



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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.