National Brand Equivalent products have become the norm for most mid tier Private Brands in Grocers, so it is no surprise to see Private Brand chips, cookies, cereals and soups competing head to head with national brands. The surprise came this afternoon while my family and I were shopping CVS, I always wander around the store looking for anything new or intriguing so I was intrigued to see Private Brand CVS labeled canned chips, you know they type, traditional NBE head to head competitors with Pringles. Bagged chips are common and virtually every retailer has them but the cans… I had to stop and take a picture. What do you think?
Some nice work from Dan Gneiding a senior graphic designer at Urban Outfitters. Dan is a sometimes adjunct professor at Philadelphia University and has a portfolio and freelance website called grayhood.
Take a look at the new packaging for tights he created for Urban Outfitters. Brown kraft boxes with a brightly colored paper band. If you are unfamiliar with Urban Outfitters stop in your local store, this fits the aesthetic perfectly.
and socks to boot!
According to a post in lovelypackage.com:
A re-branded food range that echo the store’s forward thinking and contemporary attitude towards retail. Although there were over 100 own brand products within the store it was somewhat unrecognisable and lacked shelf presence. Our approach was to create a range that was unique; that did not follow any traditional sector cues. Color coding everything black would make an incredible statement with only the type to reflect what was inside for example strawberry jam would have pink type. The typeface used was trade gothic range left and all the same point size across the range where possible. This ensured clarity and uniformity.”
Over the last few CVS has been running this campaign in support of their Double Bucks promotion in surprisingly high rotation. I can\’t say that I am a fan of Super Saver Lillian the older woman in this campaign, but I suppose I am not the target. CVS has certainly demonstrated a commitment to the promotion and Private Brands that is unusual in the drug segment.
SUPERVALU provides a solution to the dirty diaper dilemma with its new and improved Private Brand Baby Basics, the brand will offer diapers with better leak protection, improved fit and a comfier, extra-soft interior — all at noticeably better pricing than the national brand diapers. The Baby Basics diapers are available nationwide at the company’s family of grocery stores, including Acme, Albertsons, bigg’s, Cub Foods, Farm Fresh, Hornbacher’s, Jewel-Osco, Shaw’s/Star Market, Shop ‘n Save, and Shoppers Food & Pharmacy.
“Our new and improved Baby Basics diapers have shown in third-party testing that they offer the same quality and performance as national brands but at a noticeably lower cost,” said Kristin Parsons, Baby Basics brand manager. “With so many families trying to make smart decisions in this economy, we believe that they will appreciate not only the cost-savings that the Baby Basics brand provides, but also the convenience of shopping for all of their baby essentials at their neighborhood grocery store. Our new Baby Basics diapers are further evidence of our commitment to providing our shoppers with the quality and value they are seeking.”
Baby Basics new and improved diapers come at a time when nearly half (46 percent) of consumers are buying store brands in categories, such as diapers, where they previously only purchased national brands according to a December 2009 study conducted by GfK Roper for the Private Label Manufacturers Association.
Research also shows that moms continue to find themselves assuming primary responsibility for the bulk of household chores and child-care activities,3 and are looking for ways to save what little time they have. With Baby Basics, moms can now do all of their shopping at one of SUPERVALU’s family of stores and be assured of good value.
Baby Basics diapers: a change for the better
Baby Basics diapers offer several new features from top to bottom, all designed to make babies and their moms happier. The diaper’s new ultra-absorbent inner core and soft, stretchy leg cuffs help provide better leak protection.
In addition, the new contoured shape and high-stretch side panels allow for greater flexibility as the baby moves. The hypoallergenic inner liner is treated with vitamin E and aloe to protect the baby’s skin, while the extra-soft outer layer is designed to provide additional comfort.
Coming soon: Baby Basics re-closable training pants
This spring, the Baby Basics brand will introduce a new and improved national-brand-equivalent training pant. The new Baby Basics training pants will feature re-closeable sides for an adjustable fit and easy changes, offering performance comparable to Huggies Pull-Ups.
The absorbent protection is customized for the different needs of boys and girls, and new fun designs look like real underwear. To help with potty training, prominent wetness indicators will let kids more easily track their own success.
“With the Baby Basics brand, we’re not only making diapering and potty training easier, but we’re also helping moms stay on budget and hopefully, add a little more sanity to their lives,” Parsons added.