Introduction
In an effort to better promote private label brands, I developed an in-store marketing campaign that challenged shoppers to try CVS Brand for themselves and compare it to their favorite national brands.
Goal
- Introduce and promote CVS’s private label brands to increase profit margin.
Outcomes
- Created a tagline: “Can YOU tell the difference?” and incorporate it with the official CVS Brand logo on all campaign marketing.
- Selected a monthly featured item for increased exposure.
- Established a prominent private label endcap with a custom-made topper and other signage.
- Created various in-store marketing elements, including signage.
- Occasionally setup a staffed display table with blind samplings, comparing private labels with their national counterparts. If a customer could correctly choose the private label, they would win a gift card.
- Incorporated this campaign into the “This IS CVS” in-store campaign.