Refreshing, Decadent , Organic Publix Greenwise Commercial

Take a look at this fantastic commercial from Florida based Publix. Over the last year, they have put a renewed focus on their organic brand GreenWise, their latest commercial for the brand proves they are continuing to excel at private brand. The commercial unabashedly celebrates GreenWise Mint Chocolate ice cream. It’s classic food porn that places the brand squarely in the realm of indulgent gourmet Instagram worthy relevance.


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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.