Private Label Buyer Blog


Walgreens Features Store Brands in Mom’s Cool Things

March 25, 2014

Recognizing that moms’ opinions matter, Walgreens has found an intriguing way to promote its own brands online (for more on moms’ opinions see my Following the Buzz column in the upcoming May 2014 PLBuyer issue).

The drugstore retailer has launched a YouTube series hosted by former Melrose Place star Laura Leighton. Mom’s Cool Things, which has four episodes so far, puts two moms through various challenges and promotes its private label products in the process.

The most recent Mom’s Cool Things, episode 4, features Well Beginnings baby products and challenges moms to find something to keep baby clean, something for a sick baby, and essentials for grandmom’s house. The mom with the best products wins a $50 Wlagreens gift card.

Episode 1 features Good & Delish treats, highlighting the unique flavors of its private label products with a taste test challenge. The mom who correctly identifies the most flavors, such as lemon and black pepper, wins a gift card. The video runs about 4 minutes long.

Episode 2 features Walgreens brand health and wellness products. This time the retailer pits two moms against each other in a shopping challenge. The two have 60 seconds to find a Walgreens brand product to fix a sports injury, make a sick family member feel better, and soothe allergies. The one with the best product choices wins.

Episode 3 features the Ology line and tasks the moms with finding three household cleaning products safe for them and the environment. They collect something to clean the kitchen, bathroom, and themselves. 

At this time some of the videos have over 2,000 views. They are well produced and professional, which is great promotion for the retailer's store brands. Any shopper who finds the videos may be impressed or enlightened by the products featured, but I'm guessing the success of the series will rely on whether or not Walgreens can get the word out.

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