Drugstore.com a Balm for Women in Fallon Ads

Online Retailer’s $30 Mil. Effort Breaks Regionally During Oscars
CHICAGO–Drugstore.com portrays itself as a soothing online locale for women to buy pharmaceuticals in its first branding campaign from Fallon McElligott.
The $30 million effort resulted from research that claimed women–the Bellevue, Wash., company’s main target–become frazzled when making multiple trips to the drugstore, said Erik Moris, Drugstore.com’s senior director of communications.
“We felt we have a service that can help her buy back some of her time,” he said.
The campaign will break in eight “top Internet markets”–including New York, Chicago and San Francisco–during the Academy Awards telecast March 26.
A national rollout will follow.
Fallon’s spots feature a woman who runs her entire life while in her bathtub, which research revealed was a “symbol of respite and relaxation” for women, Moris said.
Episodes in the woman’s life show how she can solve problems–both her own and other people’s–with the help of Drugstore.com. In one, she helps relieve a co-worker’s stress by ordering an herbal supplement online. In another, she helps her teen-age daughter with a visit to the site’s beauty and spa area.
The campaign is tagged, “A very healthy way to shop.” The line implies the site is a premier online shopping area, while positioning it in the healthy lifestyle category.
The campaign is the first brand-oriented work for the client since Fallon won the account in August after a review. K