Membership Required" in order to compete with 'big box' membership-based competitors who offered bulk items at reduced prices. With the increasing popularity of the President's Choice brand through the 1980s and 1990s, attention and advertising dollars shifted to Loblaw's premium line. Nevertheless, the number and range of No Name products grew. The generic line also continued to do well in consumer affairs testing as conducted by media outlets. A 1982 product comparison ranked No Name windshield washer fluid among the top four of eight tested as all "equally excellent", while No Name disposable diapers came in a close second to Dominion's generic label, beating out the national brands. A 1989 Toronto Star taste testing panel ranked No Name freshly roasted ground coffee fourth out of eleven different nationally available brands. Relaunch In 2009, Loblaws re-launched No Name, "the iconic brand and its unmistakable plain black printing on yellow packaging". New product packaging included a return to black Helvetica lettering on a yellow background, along with some limited product illustration. Loblaws executive David Primorac said the company decided to bring back the original colour palette as something familiar to shoppers. "It's something recognizable and it's easy for consumers." Also, for the first time since the early 1990s, No Name television commercials were aired which showed Loblaws Executive Chairman Galen G. Weston in a shopping cart comparison reminiscent of the Dave Nichol commercials of the early 1980s: Pointing at the cart of "top selling no name products" and then the cart filled with "26 comparable national brands", Weston says the national brands cost $100.38 in its stores, while the No Name brands cost just $73.91. That's a savings of $26.46, he adds. (Based on average prices from May 25 to November. 22 in 922 Loblaws-owned stores, the company notes in fine-print.) He then removes any risk involved in switching by saying if you don't like the no name version, Loblaws will give you your money back. Weston also made reference to the economic recession, noting that these are "challenging times and you need real, no-nonsense ways to stretch your dollar". A later series of television commercials simply showed text on a yellow background with various promotional lines on how No Name "helps you save". One ad noted, "We don't have a single item under $2. We have 300." David Rosenberg, creative director for Bensimon Byrne, the Toronto agency which created the TV