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No Name (brand)

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**1. Brand Launch and Success:**
– No Name was launched on March 21, 1978, with 16 generic items in black and yellow packaging.
– Promised savings of 10-40% over national brands.
– Sold over a million units in two and a half weeks.
– Generic products accounted for nearly 10% of supermarket sales in Canada four months after launch.
– Introduction coincided with rising inflation rates and consumer complaints about food prices.

**2. Branding Evolution and Market Dominance:**
– No Name expanded to over 100 products within a year and over 1,800 products by the end of the 1980s.
– Competed directly with national brands despite basic packaging.
– Became the best-selling brand in Canada by the mid-1980s.
– Dave Nichol’s marketing efforts were crucial for No Name’s success.
– Offered an economical alternative to national brands.

**3. Product Innovation and Expansion:**
– Introduced gourmet items like barbecue sauce and imported jams.
– Presidents Blend gourmet coffee led to the creation of the premium line Presidents Choice.
– Introduced practical items like a raccoon-proof garbage pail.
– Expanded to over 1,800 products by the end of the 1980s.
– Introduced photography and new formats in the 1990s to compete with big box retailers.

**4. Packaging Evolution and Consumer Testing:**
– Evolved packaging in the 1980s to include red lettering and product illustrations.
– Incorporated photography in the 1990s to resemble national brand products.
– Introduced formats like Club Pack to compete with big box retailers.
– Consumer testing ranked No Name products highly, including windshield washer fluid and disposable diapers.
Coffee was ranked fourth out of eleven brands in a 1989 taste test.

**5. Economic Strategy and Advertising Campaigns:**
– Focused on private brands during tough economic times.
– Sales tactics included price adjustments and prominent displays.
– Successful rebranding efforts led to increased sales.
– Launched multi-platform advertising campaigns emphasizing Simple Check branding.
– Used a humorous and self-referential approach in advertising to resonate with consumers.

No Name (brand) (Wikipedia)

No Name (styled as no name, French: sans nom) is a line of generic brand grocery and household products sold by Loblaw Companies Limited, Canada's largest food retailer. No Name products are available in stores across Canada that include Loblaws, No Frills, Dominion, Real Canadian Superstore, Your Independent Grocer, Valu-mart, Zehrs, Fortinos, Provigo, Extra Foods, Super-Valu, Maxi, Atlantic Superstore, and Shoppers Drug Mart.

No Name
No Name cheese rice crackers
Product typeGeneric brand
OwnerLoblaw Companies
IntroducedMarch 21, 1978 (1978-03-21)
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