‘Celebrity Apprentice’ serves up Walgreens walking papers in Walk with Walgreens promo
DEERFIELD, Ill. — With more than 4 billion steps logged by Walk with Walgreens participants in the program’s first year, Walgreens on Sunday night teamed with Donald Trump and "The Celebrity Apprentice" to promote more healthy steps in 2012. Walk with Walgreens also partnered with the Magic Johnson Foundation on Monday behind a national campaign where Walgreens retail locations will be selling a commemorative charity bracelet with $2 from each purchase benefitting the Magic Johnson Foundation.
The relationship was formed through Walgreens participation in "The Celebrity Apprentice" on NBC, where the “task” for celebrity contestants centered around the award-winning national Walk with Walgreens program and health movement. The winning celebrity team was led by Arsenio Hall, who had selected the Magic Johnson Foundation as his charity of choice to receive the $20,000 donation through the show. Walgreens provided an additional $30,000 donation and recognized an opportunity to work with the foundation to develop a larger, ongoing initiative to heighten awareness for its cause.
In addition to promoting the Walk with Walgreens program by producing an interactive health segment, celebrities were tasked with designing the packaging for a new Walk with Walgreens starter kit, which includes a pedometer and drawstring athletic bag. The kits are free with registration while supplies last and available beginning Monday at Walgreens stores nationwide, including all Duane Reade stores in New York and New Jersey.
“We’re proud of the great strides Walgreens customers and employees have made toward healthier living, and this was a unique opportunity to bring greater awareness to our walking program and its healthy rewards,” stated Joe Magnacca, Walgreens president of daily living products and solutions. “Working with Donald Trump and ‘The Celebrity Apprentice,’ we brought two innovative brands together to create a new and easy way for our customers to join the movement.”
Magnacca had a role in the show along with Mark Wagner, Walgreens president of operations and community management. The two Walgreens executives helped present the task to celebrity teams and provide background on Walk with Walgreens overall objectives. In addition to bringing a new look and feel to the program for its second year, the company aims to get more rewards to its members to help them save on products in its stores.
“Over the last 12 months, we’ve engaged hundreds of thousands of people in communities across America and our neighborhood drugstores, to walk, log and get rewards,” Wagner said. “We look forward to a greater awareness translating into more people taking more steps on the road to better health in 2012 and for many years to come.”
The winning celebrity team, which designed the new kits and whose likeness is featured on them, includes Hall, Clay Aiken, Paul Teutel, Sr., Aubrey O’Day and Teresa Giudice. Those new kits are not part of an April contest supporting Walk with Walgreens. Walgreens celebrity spokeswoman shares details on the contest in a video featured on YouTube.
Walgreens and content-creation agency Starcom MediaVest Group’s LiquidThread produced custom creative messaging to run during commercial time within the broadcast. This unique creative execution featured Arsenio Hall and Walk with Walgreens spokesperson Alison Sweeney encouraging viewers to pick up their free kit and join the movement.
Jeffrey Jones appointed EVP, chief marketing officer at Target
MINNEAPOLIS — Target has brought in someone with both advertising and retail experience to oversee its marketing efforts. The company announced that Jeffrey Jones II has been named as the company’s EVP and chief marketing officer, effective immediately.
"We are very excited to welcome Jeff to the Target team. Not only does Jeff have a proven track record of success in both the development and execution of countless marketing campaigns but Jeff is also a passionate, dedicated leader who understands the importance of working as a team," Target chairman, president and CEO Gregg Steinhafel said. "Marketing is a key differentiator for Target and I am confident that under Jeff’s stewardship, we will continue to build on our long history of surprising and delighting our guests."
Most recently, Jones served as partner and president of McKinney, a Durham, N.C.-based advertising agency. Under Jones’ leadership, the agency achieved record growth and profitability. Prior to his work at McKinney, Jones held several leadership positions at Gap, including serving as EVP and chief marketing officer, where he was responsible for leading marketing strategy, retail store design, store experience and all consumer communication. He also managed Gap’s gift card subsidiary, Direct Consumer Services, serving as president of the division. In addition, Jones previously held leadership positions at MarchFirst, Coca-Cola, Leo Burnett Worldwide and served as president and CEO of LB Works, a Chicago-based advertising agency associated with Leo Burnett
"Target is a brand I’ve studied and admired as a marketer for more than a decade, and one my family shops almost daily. I am ecstatic to lead the marketing team and help shape the future of one of the world’s most loved and iconic brands. There has never been a more dynamic time in retailing and the possibilities for where the guest experience, technology and Target’s positioning converge are boundless," Jones said.
Need for self-care as cost-cutting tool will take $21 billion OTC industry higher
WHAT IT MEANS AND WHY IT’S IMPORTANT — Even as Justice Antonin Scalia suggested that mandating all Americans buy healthcare insurance was akin to Big Government saying to Joe Consumer, "Hey, eat your broccoli," one underlying theme became apparent: Health care isn’t cheap and won’t be getting any cheaper — unless everybody does in fact eat their broccoli. And that makes the value inherent in self-care, the cost-savings readily associated with the use of over-the-counter medicines and nutritional supplements, an evergreen proposition. Already more than 2% growth to $21.4 billion? Doesn’t matter what shape Obamacare’s health reform takes, OTC will be a big winner going forward.
(THE NEWS: Kline unveils 2011 drivers of U.S. OTC market. For the full story, click here.)
As bureaucrats attempt to balance the needs of a nation on a pinnacle of health care, on the ground floor the market is what’s pushing more consumers toward lower-cost, consumer-directed health care. And that’s thanks to a number of factors, including, but not limited to, advancements in communication technology — there’s an app for that — employers turning to wellness and prevention for healthcare cost savings, the proliferation of clinical offerings in a retail setting (e.g., pharmacist-delivered vaccinations, retail clnics) and Rx-to-OTC switch, a cost-savings driver around which the Food and Drug Administration just last week held a public meeting to discuss how to make more medicines available without a prescription through the use of that technology and to take advantage of that proliferation in clinical offerings.
And that techno-clinical marriage may be a lot closer to producing a viable switch candidate than you might think. The technology already exists (check out Continua Health or next year’s Consumer Electronics Show). The clinical environment already is established and hungry for innovation (Retail Clinician Education Congress). And all it’s going to take to really get this new paradigm off the floor is that first spark. And that’s when the business of over-the-counter medicines really begins to take off.