Walgreen Co. reportedly plans to kick off a a national advertising campaign for store-brand health and wellness products this weekend.


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Report: Walgreens preps ad blitz for store brand

February 11th, 2011

NEW YORK – Walgreen Co. reportedly plans to kick off a a national advertising campaign for store-brand health and wellness products this weekend.

According to a report by The New York Times, the effort is slated to begin Sunday and will mark the first time that Walgreens has advertised its brand outside of in-store signage and newspaper circulars.

The drug chain's campaign — which includes print, television and digital advertising — will tout the value and quality of its store-brand health products as well as spotlight its pharmacists, the Times article said.

A new TV commercial and print ads will focus on Walgreens pharmacists suggesting the chain's private-label health products, according to the report.

Digital advertising stands to be a key element of the initiative, and to that end Walgreens has teamed up with Digitas, with which the retailer had partnered last year to provide branded content for the site ParentsAsk.com, the Times reported. A page on the site will have ads for the new campaign as well as informative videos, including videos of Walgreens pharmacists giving advice.

In addition, the Times story said, ads comparing Walgreens store brands to national brands will appear on ABC.com and CBS.com, as well as on the ParentsAsk.com page, and the retailer has teamed up with BlogHer.com, a network of blogging sites for women.

And later on this spring, Walgreens is slated to deploy shelf signage showing frequently asked health and wellness questions.

Earlier this month, as part of its Way To Well Commitment effort to improve the everyday health of Americans, Walgreens said it would donate a portion of the sale of every store-brand health and wellness product (up to $3 million a year) to help fund its Way to Well Commitment services in local communities through the Walgreens Way to Well Fund.

The four-year Way to Well four-year effort will see Walgreens provide $100 million in preventive health care resources, health testing services and charitable programs in its more than 7,600 drug stores in all 50 states.

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