Walgreens unveils major rebranding effort
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Walgreens is moving on from its "corner of happy and healthy" tag line to new branding that emphasizes the company's 116-year heritage of serving customers and also targets a younger demographic.
Walgreens' legacy of care is the foundation of its new, multifaceted brand positioning and identity campaign, whose tagline reads, "Walgreens. Trusted since 1901." The company unveiled the new strategy on the heels of CVS Health's announcement that it would acquire Aetna for $69 billion.
"We went deep into Walgreens history to rediscover what makes Walgreens great,” said Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance, and president of Walgreens. “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility. We’ve always cared for our customers’ health and well-being, but how we’ve cared has evolved over time. As consumer behavior continues to change, we will focus on these core attributes to help define the work we do.”
The repositioning targets two critical demographics for Walgreens - millennial and generation x women. To connect with millennial females, Walgreens will extend its message across several digital channels, especially mobile and social. Walgreens understands that mobile consumption is the way for this generation to stay connected.
For gen Xers, Walgreens will leverage traditional media channels in addition to social media.
The brand positioning is an effort to emphasize the aspects of Walgreens from the past 116 years that customers truly love. Those attributes – care, trust and accessibility – are the focus of the campaign, which includes new advertising and marketing, and a purpose to champion the health and well-being of every community in America.
As part of the new brand identity, Walgreens release a series of digital vignettes called “Care Stories,” which feature real employees and Walgreens customers.
Walgreens' legacy of care is the foundation of its new, multifaceted brand positioning and identity campaign, whose tagline reads, "Walgreens. Trusted since 1901." The company unveiled the new strategy on the heels of CVS Health's announcement that it would acquire Aetna for $69 billion.
"We went deep into Walgreens history to rediscover what makes Walgreens great,” said Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance, and president of Walgreens. “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility. We’ve always cared for our customers’ health and well-being, but how we’ve cared has evolved over time. As consumer behavior continues to change, we will focus on these core attributes to help define the work we do.”
The repositioning targets two critical demographics for Walgreens - millennial and generation x women. To connect with millennial females, Walgreens will extend its message across several digital channels, especially mobile and social. Walgreens understands that mobile consumption is the way for this generation to stay connected.
For gen Xers, Walgreens will leverage traditional media channels in addition to social media.
The brand positioning is an effort to emphasize the aspects of Walgreens from the past 116 years that customers truly love. Those attributes – care, trust and accessibility – are the focus of the campaign, which includes new advertising and marketing, and a purpose to champion the health and well-being of every community in America.
As part of the new brand identity, Walgreens release a series of digital vignettes called “Care Stories,” which feature real employees and Walgreens customers.