"Try the brand of health-and-wellness products our pharmacists recommend," reads a new ad from Walgreens that hit Sunday papers this past weekend, extolling the virtues of the Walgreens store brand. This should serve as a wake-up call to the vendor community — particularly, over-the-counter manufacturers — that retailers are putting a greater emphasis on private label than ever before. Walgreens clearly is investing big dollars with this campaign to promote it like a national brand, to send a message to consumers that its brand is "quality [they] can trust."