Walgreen’s Prescribes Gift Giving

MSSB Ads Combine Humor, Price Message
CHICAGO–Walgreen’s strives for greater “campaignability” in its holiday season TV push from McConnaughy Stein Schmidt Brown, an executive with the retailer said.
“We’ve always been a good price-item retailer,” said Craig Sinclair, vp of advertising at the Deerfield, Ill.-based chain. “We’ve tried to model this campaign more closely on our national image campaigns.”
To that end, the Chicago agency fashioned TV spots that start with a quick, humorous take on “The Twelve Days of Christmas” before segueing into gift suggestions that tout Walgreen’s prices. “Nine ladies dancing and no guys,” says a droll narrator in one spot. “Kind of like most weddings I’ve been to.”
Sinclair used the term “campaignability” to describe the spots, which he said means they “hold together, are more cohesive.”
“All we tried to do is put in a little humanity,” said Jim Schmidt, MSSB creative chief.
Perfumes and electronic goods are among the products shown as gift ideas. “We struggle against consumer perceptions that we’re just a pharmacy,” Sinclair said.
Walgreen’s spent about $47 million on ads through July of this year, per Competitive Media Reporting. K