Portugal's Continente Rebrands Private-Label Range
Portuguese hypermarket chain Continente has announced that it is rebranding its private-label range, which includes more than 4,000 products.
The private-label offering will now be divided into three large sub-brands: Continente, Continente Seleção and Continente Equilíbrio. Each one will have a distinct identity. The new design was developed by UK-based agency Bluemarlin.
All products included in the Continente range include everyday shopping items, while Continente Seleção includes products of superior quality, and Continente Equilíbrio is intended for consumers who prefer healthier and more balanced solutions, such as products with less sugar and/or more fibre, or free-from products.
The rebranding of Continente’s private-label range will be supported by an advertising campaign across TV, radio, press, billboard, digital, and point of sale, and last for three weeks.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.