Walgreens 111 Years of Innovation Looks at Company Milestones
Katherinev123 — August 14, 2012 — Marketing
The Walgreens 111 years of innovation campaign celebrates the American pharmacy chain's success and achievements as a drugstore over the last century.
The campaign, developed by GSD&M, highlights "corner drugstore nostalgia of a bygone era," describes Marketing Daily, through a 30-second TV commercial that features black and white photos of the first Walgreens drugstore, which was founded in 1901 by Charles Walgreen. With a voiceover by John Corbett, the ad goes on to highlight milestones throughout the company's history (such as its development of childproof medicine caps and its smartphone prescription refill app), and the visuals gradually change to full color as the video progresses. The campaign slogan is, 'At the corner of healthy and happy,' which further emphasizes the brand's commitment to providing customers with useful innovations and helpful, convenient service.
The campaign, developed by GSD&M, highlights "corner drugstore nostalgia of a bygone era," describes Marketing Daily, through a 30-second TV commercial that features black and white photos of the first Walgreens drugstore, which was founded in 1901 by Charles Walgreen. With a voiceover by John Corbett, the ad goes on to highlight milestones throughout the company's history (such as its development of childproof medicine caps and its smartphone prescription refill app), and the visuals gradually change to full color as the video progresses. The campaign slogan is, 'At the corner of healthy and happy,' which further emphasizes the brand's commitment to providing customers with useful innovations and helpful, convenient service.
Trend Themes
1. Retail Nostalgia - Opportunity for retailers to tap into consumers' emotional connection with the past and create experiences that celebrate history.
2. Pharmacy Innovation - Potential for pharmacies to continue innovating with new technology and customer-focused services.
3. Urban Drugstore Revival - Chance for drugstores to revamp their presence in urban areas and cater to millennials seeking convenience and wellness products.
Industry Implications
1. Retail - Retailers can use technology to create in-store experiences that pay homage to their history and connect with customers emotionally.
2. Pharmacy - Pharmacies can experiment with new innovations like delivery services and personalized medicine to differentiate themselves from competitors.
3. Health and Wellness - As consumer interest in health and wellness continues to grow, drugstores can position themselves as go-to destinations for wellness products and resources.
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