How Walgreens Is Positioning Itself as a One-Stop Shop†

Brandweek, September 8, 2009 — Walgreens is introducing a campaign with a new slogan, "There’s a way,” today (Tuesday). The effort—by agencies Downtown Partners, Chicago; Digitas and Arc Worldwide—seeks to position the drugstore chain as a one-stop shopping destination and healthcare provider for consumers. Walgreens CMO Kim Feil (pictured left) said the campaign stemmed from consumer research, which found that many shoppers see the drugstore as a community resource, but yet, the company wasn’t communicating as such. In the past, Walgreens was much more focused on marketing all of its businesses separately, Feil told Brandweek in a recent interview. The drugstore chain is moving toward its new messaging with a TV spot, breaking today, which centers on the importance of flu shots, especially in the wake of heightened concern over the H1N1 virus. Walgreens, which spent $174 million on advertising last year, excluding online, per Nielsen, said the ad is one of many to come. Future efforts will also incorporate the tagline, “There’s a way,” to show how Walgreens can be a resource in consumers’ lives. Below are excerpts from a conversation with Feil, who discussed some of these changes.