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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.
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