Living generically: Part I

Olivia Cole, Client Services Director at greenlight in Dallas, guest blogs on name brands—and on tearing herself away from them.

I’ve known for a long time that my obsession with brand names is not a healthy one, but when faced with the option of buying generic or name-brand products – whether it’s groceries, clothes, make-up or DVD players – I can’t resist opting for the label I trust. I’m a smart enough woman to know this is an impractical approach to shopping, and I’m also determined enough to know I can change.
But it is going to be tough.

I don’t mean to sound like a spoiled princess, but come on, I work in advertising. I appreciate well crafted design and clever marketing, and that makes me believe that the product is better. Here’s my logic: better product = smarter people = funnier/prettier/more impressive packaging = worth more money = more valuable = something I should own. Maybe I’m the ultimate consumer… or maybe I’m right. Will forfeiting what I know and love make a difference? It’s certainly magnified my gag reflex.

My first adventure began at Wal-Mart. Now, it’s one thing to shop at the store, but it’s quite another to buy the generic Wal-Mart brand FOR MY FAMILY. I know they technically CAN’T sell horrible products, but at the same time, it doesn’t look like much effort has been put into their non-existent packaging and shoddy displays. Who knows what kind of thought (or ingredients) they’re putting into their food? But, I pulled out the rickety cart with the one locked wheel, and trudged on.

I spent $200 buying nothing but Wal-Mart brand items (and some proteins and produce), and came home with enough to get my family of four through the week. I saved about 30 cents on each item (roughly) and saved about $25 compared to what I normally spend. Hey, if there’s an upside to this, I could potentially save enough in a year to justify the new Louis Vuitton I’ve had my eyes on…. Something to think about.

The obvious downside is that my refrigerator and pantry are filled with containers that look exactly the same – all white with “GREAT VALUE” stamped across the front, and that’s just ugly and unappetizing. A white mac & cheese box? Gross. I can’t even tell the difference between orange juice and creamer. I’m not trying to lose weight here, but it just might happen. I’ve cautiously tried a few of the items – Coke Zero and Wheat Thins, and you know what? They are NOT THE SAME. Seriously, these are my guilty pleasures, and I know an imposter when I taste one. You can’t blame a sophisticated palate. However, I will admit the Advil and Neosporin work just fine.

What have we learned here? Let’s quantify it.
Generic products:
Cheaper: +1
Pharmaceuticals still work: +1
Potential weight loss from lack of appetite: +1
Gross food products: -5 (this one’s important!)
SCORE: -2
Brand names:
Lovely shopping experience: +1
Cost: -1
Pretty refrigerator and pantry: +1
Delicious food products: +5
SCORE: +6