Walgreens, the iconic pharmacy chain and its Texas-based ad agency the Austin offer people to celebrate together with the company its 111-year-history of innovation. In June, the company announced a merger with another giant, Alliance Boots, the companies are looking for a full merger within three years. Meanwhile, Walgreens addresses its own history.
The first move within the new campaign is a 30-second commercial that begins as a b&w documentary shots of the first store founded by Charles Walgreen in 1901, and continues gaining color and several innovations the company created, such as childproof caps and drive-through pharmacies.
A voiceover (by actor John Corbett) tells viewers about the most significant milestones in the company’s history. The mood of the commercial is friendly and ‘easy-going’ featuring a soundtrack groove from Creedence Clearwater Revival’s ‘Down on the Corner.’
From the shots of the company’s flagship store on State Street in Chicago to the demonstration of the newest prescription refill app for smartphones, Walgreens has been moving forward for more than one century to surprise consumers with affordable convenience—that is the message of the video which uses the tagline ‘At the corner of happy and healthy.’
“What we’re trying to do is speak to the innovations that have been a part of the brand since Charles Walgreen started a company back in 1901,” Nancy Ryan, senior vice president and group account director at the agency, told in an interview to Marketing Daily. “What we found is that Walgreens didn’t get the credit for these innovations. When we took this work into testing, consumers were very interested in how Walgreens did these things.”
Walgreens plans to become a more health-oriented platform that will include the rollout of more fresh foods and other items in the near future, Ryan added.