Walmart reveals new packaging for Great Value and more

Rick Lingle in Retail Packaging on June 25, 2015

Walmart’s repackaging and branding highlights are disclosed for Great Value version 2.0 and 2.1 along with information on Blackweb electronics and Pure Balance Premium Pet Food.


When Walmart talks, people listen, as was the case for this editor and dozens of other attentive audience members last week in Toronto, Canada, when Sandra Farwell, vp, Brand Management & Product Design, Walmart Canada, spoke during the PAC “Winning By Design” Conference. The day-long conference was co-located with the PackEx tradeshow managed by Packaging Digest’s parent company, UBM.

What Farwell had to say was, in my experience, very un-Walmart-like in that she was amazingly open about the retailer’s plans in retooling the Great Value brands along with other branding initiatives that I didn’t even know the company had. It was so refreshing.

Some key background points worth knowing:

  • Great Value (GV) brand is the center tier of the retailer’s three platforms of Good, Better and Best products and comprises 85% of those sales;
  • GV is an NBE—National Brand Equivalent—that’s 20% lower in price;
  • Every single GV product is randomly tested for quality at least once yearly by a third-party lab;
  • GV Organics is launching August 2015 in ambient, frozen and dairy sections.

Farwell (shown above) said what has worked for the GV brand is strong brand identity that makes it easily identifiable on shelf along with appealing product photography. She says what hasn’t worked are outdated typefaces, too much white space on larger packs, inconsistent product photography and a “rainbow” effect of so many color cues.

All of which set up her revelation of the rollout of the retailer’s GV 2.0 redesign that features a wave-style design scheme and a look that replaces much of the white space with more color. Some 50% of Great Value food stock-keeping units (SKUs) were expected to have migrated to version 2.0 by April.

As measured by sales volumes, the redesign is a resounding success with redesigned categories seeing a double-digit lift in sales. In one example, a redesigned jar of salsa saw a 21% sales increase versus v1.0.

Because the package graphics design was the only thing changed, this case study provides solid evidence for the power of packaging.


Next is a look at Great Value version 2.1…

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Who is the distribution for great value vanilla and cinnamon coffee cream milk
Bought earphones at Walmart. Blackweb label. What the FUCK is with the packaging? It took me 20 minutes to get it open. Last purchase for me