The challenge: Get customers to see an old friend in new ways
Every brand should be as fortunate as Walgreens in terms of having loyal, trusting customers. Of course, once people see you in a certain way, that familiarity can make it challenging to present yourself in a new light. Repositioning Walgreens pharmacists as expert health care consultants eager and newly able to provide one-on-one attention, Graphica was also able to announce and explain the automated refill system.
Our solution: Leverage brand heritage to create an in-store hero
Walgreens pharmacists have long been the unsung heroes behind the scenes. Graphica decided to sing their praises more conspicuously, and put them front and center in the new campaign. We developed an integrated marketing effort that featured approachable and trusted pharmacists on in-store signage and audio, prescription buckslips, email promotions, direct marketing, and also a microsite specifically dedicated to the program – all reinforced by contemporary, stylized imagery.
Walgreens extended its customer benefits of quality, caring and convenience to include “consultation.” This highly customer-centric approach, accompanied by clear, persuasive communications, creates new opportunities with every store visit, enhancing Walgreens’ ability to serve, and sell, on a more effective, one-to-one basis.