Walgreens Recommends Its Own Brands
A new ad for Walgreens shows a photo of a woman in a white
coat with the headline, "Try
the brand of health and wellness products our pharmacists recommend." The
brand being recommend is Walgreens’ private label and that is at the heart
of a new national ad campaign the drugstore chain is launching this weekend.
to a New York Times report, the campaign emphasize the quality
and affordability of the Walgreens brand.
Kim Feil, chief marketing officer
for the chain, told the Times, "It’s
equally important that we elevate the Walgreens brand and product not just
on the basis of lower cost."
A survey of roughly 1,000 adults in the
U.S. by Walgreens and the Opinion Research Corporation helped the drugs chain
conclude that now was the right time to launch a national ad campaign for its
store brand. Eighty-four percent of those surveyed said they had purchased
over-the-counter private label products. Thirty-six percent said their purchases
of private labels had increased in the past year.
Walgreens is getting its message
out there with television commercials, print, in-store and online. Banner ads
are said to make comparisons between Walgreens’ products and national brands.
The company has also donated products to prominent bloggers and invited their
Discussion Questions: Is now the right time for Walgreens and other retailers to launch major store brand ad campaigns? Does the Walgreens campaign mark a change in its relationship with store brand manufacturers?