An ad campaign run by the Shoppers Drug Mart drugstore chain compares the Life brand over-the-counter drugs with their national brand equivalent. The goal was to get consumers to perceive Life brand as being just as effective as Bayer Aspirin. Shoppers Drug Mart used ________branding.

Question

Quizplus · Accepted Answer

Parallel branding involves comparing a store brand directly with a national brand to show they are equally effective.

An Ad Campaign Run by the Shoppers Drug Mart Drugstore