Rite Aid Returns to Branding

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Following a two year financial mess that waylaid branding efforts, Rite Aid Drugstores has launched a campaign from MARC/-USA that focuses on the chain’s pharmacists.

Four spots tagged, “With us, it’s personal,” attempt to set the chain apart from competitors in a field where consolidation has erased mom and pop drugstores and the relationship many customers shared with their local druggist.

Spending is not expected to reach $90 million, where it was in 1998 before accounting irregularities and earning restatements swept out management.

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