No Name brand Takes Over Toronto’s Union Station

    The campaign to make the no name brand cool in the Internet age continues at Union Station. (KARON LIU/TORONTO STAR)

    If you have not been following the ongoing marketing campaign for Loblaw’s iconic stark yellow private brand “no name” brand you should be. The campaign throws out the traditional notion of private label marketing as a lifeless, personality-free afterthought and puts the brand and its attitude front and center.

    The work includes a social media blitz with a witty twitter account, popup stores, subway takeovers, tv commercials, wrapped cabs and much more.

    Take a look at this story from the Toronto Star that gives you a look inside the “no name” work.

    No name brand’s deadpan ad campaign takes over Toronto’s Union Station

    Can something be generic yet iconic at the same time?

    Since 1978, Loblaw Companies discount supermarket brand no name has been a staple in homes across the country. There’s no slogan or mascot but everyone knows the uniform Pantone Yellow C background, the bold Helvetica Neue 75 bold font and no-frills description of the product: beer, vegetable broth, chicken hot dogs and unsalted butter.

    There’s something vaguely dystopian and cultlike about walking down an aisle where every item looks the same, and because of this the no name label has become somewhat of an inside joke among Canadians. When Loblaw introduced its no name beer as part of Doug Ford’s buck-a-beer plan this past spring, it flew off the shelves even though no one expected it to taste good. But in the past months, the no name brand is gaining an audience beyond Canadian borders thanks to an official Twitter account that lampoons brand Twitter culture in a deadpan, straightforward manner much like its original packaging.

    Read the entire article.

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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.