Vertex Awards V: Bronze Winners

Nice!

BRONZE
Brand: Nice!
Retailer:
Walgreens
Country: USA
Category: B2. Redesigned Brand
Agency: Soulsight/Walgreens

Summary:
Objective: Reposition/redesign the Nice! & Delish brands

  • Initially developed with minimal customer feedback at inception in 2011
  • Product placement within the brands not clear
  • Not getting credit for value
  • Not getting credit for quality

Positioning:

  • Balanced F&B only brand
  • Multiple food tiers (consolidating Delish into Nice! premium

Creative Solution:

  • Satisfaction guarantee bringing quality to the front of pack
  • Health corner making it quick & easy to understand key health attributes
  • Brandmark reminds her of a smile; tagline to reinforce what we stand for
  • Woodgrain background portraying an honest look
  • Versioning band reminiscent of custom labels to communicate quality
  • Product pictured in a delicious way

Results:

  • Increased sales/customer
  • Snack items +20%
  • Meat snacks +12%, top sku +29%
  • Jerky/Organic items +50% better than forecast
  • Top 3 popcorn skus +49%
  • Highest reaching one-hour Twitter party in the history of campaigns, 56.5MM impressions, over 5,400 tweets, $5.05 ROI
  • Overall Nice! brand trends turning around

Credits:

  • Jodi Kier, Senior Brand Manager, Owned Brands, Walgreens Boots Alliance
  • Nancy Garver, Senior Director Brand Management/Product Development, Owned Brands, Walgreens Boots Alliance
  • Helayna Minsk, Group Vice President, Walgreens Retail Brands, Walgreens Boots Alliance
  • James Pietruszynski, Partner, Chief Strategy Officer, Soulsight
  • Delanie Carney, Associate Account Strategy Manager, Soulsight
  • Stephanie Crair, Creative Director, Soulsight
  • Jessica Feld, Senior Account + Strategy Manager, Soulsight
  • Laura Zoller, Senior Manager, Owned Brands Research, Walgreens Boots Alliance

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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.