Walmart Promotes Private Label Brands on Facebook

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August 24, 2010

For the better part of two years, Walmart has embraced social media marketing through Facebook, YouTube, its blog and consumer roundtables, and is extending it to other store brands such as Parent’s Choice.

While the retail giant first dipped its store brands social media toe in the water last fall when it launched its Great Value Round Table of Shoppers with a dedicated web page, most of its Facebook conversations have not focused on its private label products.

Although Walmart’s Parent’s Choice Facebook page was quietly launched in 2008, it did not gain traction until recently, and currently boasts more than 15,000 fans on its page.

In late June it began promoting a new packaging design for Parent’s Choice as “coming soon,” with a dramatic photo of the infant formula draped in purple cloth awaiting its official unveiling, which came in early July.

The goal of the refreshed packaging was to make the label cleaner and easier for customers to quickly ascertain product attributes and special features such as organic, soy, milk or gentle and sensitive formulas.

Walmart’s most recent Facebook entry dated Aug. 20 features a strong satisfaction guarantee: “Walmart stands behind the quality of all of our Parent’s Choice products. If you’ve tried them and are not completely satisfied, please return them with your receipt to your nearest Walmart, where we’ll either replace them or give you your money back.”

The top of the page also links to its Parent’s Choice web page where consumers can request pouch samples of the nine varieties in its infant formula line, produced by Perrigo.

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