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 closely imitates the packaging and product attributes of national brands, but with a clearly articulated "invitation to compare" in its merchandising approach.

An Ad Campaign Run by the Shoppers Drug Mart Drugstore