This week Loblaws continues its popular marketing campaign for its “no name” private brand with a playful entry on social media darling TikTok. The “festive song for tik tok” features the bold minimal design aesthetic and no name products with a computer-generated 16-bit video game-like soundtrack version of the 12 days of Christmas.


i am a brand #fyp #xmasballin #foryourpage

♬ twelve days of no name – noname.brands

If you are not familiar with Tik Tok it is the short form (15 second) video clip app which has stirred up a revival in the video clip space. It has evolved from its Musically heritage to develop a more interactive, collaborative, and addictive experience. The results have been Gen Z, Millenials and but the business community has embraced the service. TikTok has surged in popularity, topping worldwide download charts since Q4 of 2018.

A few fun facts on Tik Tok

  • TikTok now has over 1.5 billion users.
  • Users typically spend around 52 minutes per day on the app.
  • 29% of monthly users open TikTok every day.
  • 60% of the app’s monthly active users in the U.S. are 16- to 24- year-olds.
  • 80% of TikTok’s sessions are on Android devices.
  • Americans have spent over $23.1 million on TikTok’s virtual currency since 2018.
  • Android use of the app is more popular than iOS.
  • Jimmy Fallon’s #TumbleweedChallenge created 8,000 videos with over 9 million views in seven days.
  • Just 4% of U.S. social media marketers use the platform.
  • Men are slightly more likely to use TikTok than women.
  • The top 50 TikTok creators have more followers than the populations of Mexico, Canada, the U.K, Australia, and the U.S. combined.
  • TikTok created an in-app e-commerce feature for sponsored challenges.
  • TikTok drives ads on competitor platforms.
  • TikTok is the only top 5 global app not owned by Facebook.
  • TikTok will focus on safety and security in 2020.
  • TikTok’s average engagement rate is 29%.
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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.