WPP helps rebrand Walgreens pharmacy

Walgreens' "Care Stories" by WPP feature real employees and customers

Walgreens’ “Care Stories” by WPP feature real employees and customers

Walgreens and WPP have are moving away from “the Corner of Happy and Healthy” for a new line — “Walgreens. Trusted since 1901.”

The previous line was created by GSD&M, whom the pharmacy giant removed as AOR earlier this year.

The rebranding effort is most likely in response to the escalating pharmacy wars.

CVS recently announced it would acquire insurer Aetna for roughly $69 billion and Amazon is also rumored to be very interested in joining the drug industry.

There is an old adage that in order to move forward, we have to remember where we came from. That’s what Walgreens seemingly wants to accomplish with the new line and campaign. By speaking to its heritage, the company emphasizes the core aspects from the past 116 years that customers truly love — care, trust and accessibility.

These are the focus of the campaign, which includes new advertising and marketing from a combination of WPP agencies in Chicago, New York and London.

Titled Care Stories, each video features real employees and Walgreens customers, delivering a snapshot of how Walgreens continues to provide care to its customers.

Below, we follow store manager Brian and pharmacist Christian as they help victims of Hurricane Harvey. After their dedication was recognized, the pair were asked to set up shop in a nearby convention center that housed hundreds and thousands of people, often without access to their necessary medication.

 

 

“We went deep into Walgreens history to rediscover what makes Walgreens great,” said Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance, Inc. and president of Walgreens. He explained, “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility.”

Another story focuses on sisters Brandi and Khyra, two sisters who have remained close, despite their distance which is over 17 hours away. With their faith in family and limitless hope, they witnessed Brandi survive her brush with cancer and come out the other side more thankful for the everyday kindness around her.

 

 

According to a statement, Walgreens will continue to introduce programs and services addressing customers’ needs through a lens of care, trust and accessibility.

Some recent examples include high-touch care provided through the company’s specialized pharmacies focused on disease states such as oncology, hepatitis and HIV; the addition of trained beauty consultants at approximately 3,000 stores; convenient access to FedEx package pickup and drop-off services at 7,500 stores; the simplification of the product assortment in approximately 1,500 stores to make shopping easier and more.

“Trusted since 1901 reinforces the fundamental truth of the work we do: that behind every prescription and purchase is a person, and behind every person is a unique story,” said Adam Holyk, Walgreens senior vice president and chief marketing officer, adding.

“Beyond a new tagline,” he added, “we hope to reflect where our brand is headed in the future with new initiatives and services that align to our brand promise: to always to be here to help you feel good.”

The campaign launched on Monday, December 4.

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.