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.
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.