No Name Model

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With suppliers trying to keep up with demand, and some products sold out, Nichol declared No Name a "runaway success" [5] that exceeded his own expectations:. Grocery shoppers have snapped them up at a rate that has astonished even Nichol.

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In nine months, Loblaws has sold 15 million of them, which Nichol says is enough to make Ontario the largest market in the world for unbranded products. And strangely enough, Loblaws shoppers seem to be developing a brand loyalty to these unbranded products. A few months after the launch, Loblaws opened the first No Frills store, a deep discount, limited service and selection supermarket, with only items, which featured No Name among its product selection. The opening proved a success and two more Toronto area stores soon followed.

Meanwhile, Nichol continued to heavily promote No Name on television and was dubbed "Mr. No Name" by news headlines. In keeping with the generic nature of the product line, the original No Name packaging showed no branding — only text with a basic product description and name, such as "freshly ground coffee" or "fabric softener," on a solid background.

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Years later, a "No Name" registered trademark appeared. While other generic lines presented their packaging as black on white, Toronto designer Don Watt chose black, boldface text in a Helvetica font, all lower case, on a bright yellow background, as a means of attracting the attention of shoppers. Throughout the s, Loblaw continued to promote No Name as a value-oriented alternative to higher priced, nationally advertised products.

In , Dave Nichol went on television with two grocery carts, one with a selection of No Name items and the other with comparable national brands, to demonstrate a 30 percent savings:. If you don't like them, we'll give you the national brands free. By , the number of No Name items had increased to some different products and ranged from canned peas, to spaghetti sauce, to tooth paste and even windshield washer fluid.

The Financial Times of Canada noted that in spite of basic packaging and the reputation of generics as inferior, "Loblaws No Name line was, in fact, competing directly with national brands.

Loblaw also expanded the line beyond basic grocery and household items in an apparent bid to appeal to a wider range of consumer tastes. Products such as No Name gourmet barbecue sauce, Dijon mustard, escargot and imported jams from France appeared on Loblaw shelves. Beyond gourmet items, there were also those of a more unusual, albeit still practical, nature such as the No Name raccoon-proof garbage pail, with steel handles that clamped to the sides of the container.

But most No Name items continued to be everyday products, with the brand promoted as "a sensible solution to rising prices. By the mids, No Name had become the best selling brand in the country — a somewhat ironic development, considering the generic, non-branded nature of the product line, promoted as an economical alternative to the national brands. Additionally, No Name had achieved such prominence in spite of being available only in Loblaw owned stores.

Media reports attributed much of that success to Dave Nichol and his marketing efforts.

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I happened to come along at a time when the national brands had prostituted the quality of their products. It is so easy to produce products that are superior to almost every national brand. Update Location. If you want NextDay, we can save the other items for later. Yes—Save my other items for later. No—I want to keep shopping.

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