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Walgreens' "Nice!" Private Label

Posted by Sheila Shayon on August 16, 2011 04:11 PM

Walgreens has launched Nice!, its new private label brand, as part of the CPG giant’s retail strategy to claim more real estate and mindframe in the increasingly competitive category. The label uses the tagline “smart. quality. everyday.”

Nice! is a... nice companion to the Good & Delish private label, developed earlier for Duane Reade (which Walgreens owns). Its initial sku’s include dried fruit, white rice, baking soda, canned soup, tomato sauce, tea bags and macaroni & cheese.

“You will see a lot of transition within Walgreens brand portfolio over the next 12 to 18 months,” said Maurice Alkemade, divisional vice president, general merchandise manager for private brands in an article for the trade publication Private Label magazine.

“I believe the Walgreens brand means health and wellness. That’s where it should live. We will slowly move away from the W brand and transition that back to the Walgreens brand that will be dominant in health and wellness. You will not see it in categories that aren’t health and wellness,” added Alkemade.

That said, Walgreens did release its own private label beer in February, called Big Flats 1901, parodied by Stephen Colbert in the video linked below. A six-pack is priced at $2.99, with the tagline, "It’s the water that makes it." (The Walgreens portion begins at 2:13.)

Testerday's launch included a special for Walgreens customers who check in on foursquare at any Walgreens Redbox Kiosk: FREE one-day DVD rental.

Now that’s Nice! any way you look at it.


geo United Kingdom says:

Its a pity they picked a name that is non distinctive and descriptive.  IF they hadn't they could have filed a a trade mark to protect it and stop third parties using the mark. As things stand they can't do that here.

August 17, 2011 05:26 AM #

S.Shayon United States says:

Thanks for that comment...so what was their thinking, do you think?

August 17, 2011 09:09 AM #

geo United Kingdom says:

They probably wanted a name that immediately conveyed to the consumer what qualities their products have.   That I guess this has been achieved but "nice" is so bland a name and they cannot stop competitors describing their products as " nice"  They should have gone for a suggestive name. Something that tells the consumer something about the product but isn't directly descriptive.  In the end I guess they didn't care about that so here we are

August 18, 2011 10:52 AM #

Mike United States says:

I actually kind of like the name, but talk about boring packaging and POPs!!!  Looks very outdated.

August 17, 2011 11:22 AM #

Nancy United States says:

Why not just call it "Meh!" and be done with it?

Fits with the boring packaging and POS materials (agree with you, Mike).

August 17, 2011 12:28 PM #

Dan T. United States says:

The packaging has a sort of 50's utopia feel to it.

August 20, 2011 09:06 AM #

michele United States says:

No one has commented that this is the wrong use of everyday in their tag. Unless they wanted to say 'average, so-so, normal and, you know, not special.' If THAT was their intent, then they succeeded. Guessin' not. ooops.

August 22, 2011 12:16 PM #

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