Rite Aid Breaks First Campaign in Two Years

NEW YORK–Drugstore chain Rite Aid confirmed that it was breaking its first new marketing campaign in two years (Brandweek.com, Aug. 7). The tagline “With us, it’s personal,” we be on four 30-second spots based on real life experiences between Rite Aid pharmacists and consumers: “Blood Pressure,” “Breast Cancer,” “Greeting Card” and Heart Attack.”

The new creative, from MARC USA, Pittsburgh, broke nationally Sunday and will run run through Feb. 2002 on network and cable TV, with Web and in-store support via circulars and POP materials.

Ad spending was not revealed. Rite Aid spent $57.8 million in 1999, $19.9 million in 2000 and $5.9 million between Jan.-May 2001, according to CMR. Rite Aid, the nation’s third largest drugstore chain behind CVS and Walgreen, hopes to distance itself from its recent financial troubles, including an accounting scandal, two years of losses and financial debt left by previous management.