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Walgreens shows ‘there’s a way’ with private-label offerings

BY Michael Johnsen

NEW YORK — Walgreens is in the process of introducing a wide-scale national campaign that has its pharmacists recommending Walgreens store-brand products in favor of national brands, the New York Times reported Thursday.

The new ad campaign, an extension of Walgreens’ “There’s a Way” campaign introduced last year, will mark the first time the company is promoting its private-label offerings beyond the Sunday circulars and in-store point-of-purchase material.

The reason behind the change in tactics is simple — store brand is in vogue. Out of more than 1,000 adults surveyed in January, 84% purchased a store-brand over-the-counter medicine, and 36% noted that they had increased their amount of private-label purchases in the past year, according to a survey conducted by Opinion Research on behalf of Walgreens, the Times reported.

Walgreens will be featuring the campaign as part of its partnership with ParentsAsk.com, which first was implemented last spring. ParentsAsk.com features a Walgreens-branded site with advice videos from Walgreens pharmacist Stacia Woodcock. Woodcock also will be recommending Walgreens’ store-brand products. Check out the videos here.

According to the Times report, Walgreens will place banner ads comparing Walgreens’ store brands with name brands on such websites as ABC.com and CBS.com. Walgreens also will partner with the women-centric blog publishing network BlogHer.

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Martin’s Super Markets names new VP operations

BY Alaric DeArment

SOUTH BEND, Ind. — Martin’s Super Markets has promoted Tim Killelea to VP operations, the chain said.

Martin’s, founded in 1947, operates 21 stores in northern Indiana and Michigan, but is a separate company from Martin’s Food Markets, which is part of Royal Ahold’s Pennsylvania-based Giant-Carlisle chain.

The company said Killelea, who began as a store manager in Mishawaka, Ind., in 1969, would have primary responsibility for overseeing all aspects of store operations for the retailer.

“Tom’s dedication and commitment to Martin’s have played significant roles in our continued growth,” Martin’s president and CEO Rob Bartels said. “In his new position, Tom will have the ability to expand his vision to include not only our current stores, but also have a hand in helping shape the future of the company.”

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Mr. Clean with Febreze rolls out New Zealand Springs, Hawaiian Aloha scents

BY Allison Cerra

CINCINNATI — Procter & Gamble has introduced two new products that unite the cleaning power of Mr. Clean and the fresh scent of Febreze.

New Zealand Springs and Hawaiian Aloha scents have joined the Mr. Clean with Febreze lineup. Available in pourable liquids and sprays, each product is designed to freshen and clean virtually all hard surface areas of the home, P&G said.

Mr. Clean with Febreze products are available at mass, drug and grocery retailers nationwide. All pricing, promotion, distribution and shelving are at the sole discretion of the retailer, P&G said.

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