The full Walgreens logo features a mortar & pestle in addition to that famous red "W." Traditionally, red is a powerful color... for example, politicial candidates wear red ties when they have to make a powerful decision or speech. So for Walgreens to use red as their color, it's like they're making a powerful statement-- "We're here to make you better!" By adding the mortar & pestle (which is the old sign of apothecary), Walgreens wants to remind customers that they understand the basics of "staying well." In fact, Walgreens' newest campaign is "there's a way..." (followed by various phrases including) ..."to stay well."
In an interview with Walgreens' CMO, she explained the new PR campaign, called "Walgreens: There's a Way" as a way to position themselves as a community partner. CMO Kim Feil said, "There's a Way is intended to show consumers,
customers and patients that Walgreens will help them make informed choices." The most recent TV spots encourage customers to get a flu shot placing the emphasis more on health & wellness at this time of year.
Feil also explained that Walgreens used to market each component of their brand separately, but in their new campaign (the first of its kind), they want consumers to see Walgreens as a one-stop shopping destination. This PR campaign spans TV, radio, internet, and social media, which is the first time Walgreens has spread their campaign across all of these media outlets.
By advocating themselves as a community partner (since, with 7,000 stores, they really are on every corner), Walgreens is branding themselves as more than a corporate giant-- but as a good neighbor who cares. Walgreens pharmacists are available to help when children have an ear infection, or when someone finds out they have diabetes and don't know how to adject their lifestyle accordingly, Feil explained.
Walgreens works to fulfil their campaign goal everyday, by helping neighbors find ways to stay well.
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