Walgreens’ Pharmacists Recommend The Store Brand

February 11, 2011 By David Burn Leave a Comment

According to The New York Times, Walgreens is investing in its own brand of merchandise and encouraging consumers to opt for the store brand.

The campaign is the first time Walgreens has gone beyond Sunday newspaper circulars and in-store signs to advertise its own brand.
The campaign emphasizes the affordability and quality of the Walgreens brand products and uses the store’s 26,000 pharmacists as a central theme.
Kim L. Feil, the chief marketing officer at Walgreens, said that while the ailing economy had spurred an increase in the number of people buying store-brand products.
Walgreens worked with Downtown Partners and Digitas on the effort. As part of its digital strategy, Walgreens partnered with the women-centric blog publishing network, BlogHer, to reach its target demographic of women between the ages of 25 and 54.

Filed Under: Brands

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.