Nice!

BRONZE
Brand: Nice!
Retailer: Walgreens
Country: USA
Category: B2. Redesigned Brand
Agency: Soulsight/Walgreens

Summary:
Objective: Reposition/redesign the Nice! & Delish brands

• Initially developed with minimal customer feedback at inception in 2011
• Product placement within the brands not clear
• Not getting credit for value
• Not getting credit for quality

Positioning:

• Balanced F&B only brand
• Multiple food tiers (consolidating Delish into Nice! premium

Creative Solution:

• Satisfaction guarantee bringing quality to the front of pack
• Health corner making it quick & easy to understand key health attributes
• Brandmark reminds her of a smile; tagline to reinforce what we stand for
• Woodgrain background portraying an honest look
• Versioning band reminiscent of custom labels to communicate quality
• Product pictured in a delicious way

Results:

• Increased sales/customer
• Snack items +20%
• Meat snacks +12%, top sku +29%
• Jerky/Organic items +50% better than forecast
• Top 3 popcorn skus +49%
• Highest reaching one-hour Twitter party in the history of campaigns, 56.5MM impressions, over 5,400 tweets, $5.05 ROI
• Overall Nice! brand trends turning around

Credits:

• Jodi Kier, Senior Brand Manager, Owned Brands, Walgreens Boots Alliance
• Nancy Garver, Senior Director Brand Management/Product Development, Owned Brands, Walgreens Boots Alliance
• Helayna Minsk, Group Vice President, Walgreens Retail Brands, Walgreens Boots Alliance
• James Pietruszynski, Partner, Chief Strategy Officer, Soulsight
• Delanie Carney, Associate Account Strategy Manager, Soulsight
• Stephanie Crair, Creative Director, Soulsight
• Jessica Feld, Senior Account + Strategy Manager, Soulsight
• Laura Zoller, Senior Manager, Owned Brands Research, Walgreens Boots Alliance