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Walgreens repositions its brand

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DEERFIELD, Ill. — Walgreens has launched a rebranding campaign centered on the new tagline “Trusted Since 1901.”

The new slogan, which has replaced “At the Corner of Happy and Healthy,” premiered this month in a 30-second TV commercial. Plans call for the tagline to be featured in all of the drug chain’s TV, online and in-store advertising.

The brand repositioning highlights the retailer’s attributes from the past 116 years that have been embraced by customers — care, trust and accessibility — the company said. Those elements form the focus of a campaign designed to “champion the health and well-being of every community in America.”

Building on the chain’s 116-year-old heritage, the campaign highlights how a legacy of care is being modernized to meet the needs of 21st-century consumers. “When we look at where we’re taking the brand, we’re actually positioning it closer to how the consumer perceives Walgreens,” says Adam Holyk, senior vice president and chief marketing officer.

Holyk’s team undertook consumer research, including numerous focus groups and data from the chain’s 90 million-member Balance Rewards loyalty program, as well as a comprehensive exploration of Walgreens’ history, to develop the campaign. “We used all those sources to learn from the consumer and discovered what she loves about Walgreens when we’ve been at our best, and coincidentally it is consistent with the transformation that’s now under way. Over the past three years, Walgreens has redefined its commercial offering at every touch point across pharmacy, retail, health care services and consumer services, and the brand campaign signals the start of the next phase of its transformation.”

Walgreens continues to roll out initiatives to meet customers’ needs “through a lens of care, trust and accessibility,” he points out, citing such high-touch services as specialized pharmacies focused on complex disease states, the addition of trained beauty consultants, convenient access to Fed­Ex package pickup and drop-off services, and a ­simplified product assortment in about 1,500 stores.

Walgreens has also released a series of digital vignettes called “Care Stories” featuring employees and customers. “These short vignettes have been developed in a short documentary style and are snapshots of how Walgreens provides care to its patients,” Holyk said. “They feature real team members with real patients and customers.”

The “Trusted Since 1901” tag­line — a reference to when Charles Walgreen Sr. purchased the Chicago drug store where he had worked as a pharmacist and started the business — reinforces that, at Walgreens “behind every prescription and purchase is a person, and behind every person is a unique story,” Holyk said.


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