New skus to the rescue!

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The challenge:

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As part of a new, overall strategy to elevate and diversify merchandise  Rite-Aid launched 4 new private label brands.

For its Home Basics line, they’d need a name to make everyday purchases exciting.

The new name:

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BIG WIN

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Why it works:

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‍This punchy, mainstream name cheerfully communicates value and savings without cheapening the shopper experience.

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Owler Hook: A well-conceived name and product line can go a long way building equity upstream. House brands like Big Win create new reasons to trust and count on Rite Aid to bring you the best selection.

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This is one of 4 private label launches I named for Rite-Aid, as part of their overall investment in better-for-you (B4Y) snacks, indulgent confection snacks, and great value personal care.

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