Walgreen Company: Perfect campaign

Rayna Bailey



OVERVIEW

In 2002 the 101-year-old Walgreens, owned by Walgreen Company, was the number one drugstore chain in the United States with annual sales hitting $28.68 billion. That year it filled more than 361 million prescriptions at its nearly 4,000 pharmacies. But rapidly growing drug chains CVS Corporation and Rite Aid Corporation were encroaching on Walgreens' business. Further, while filling prescriptions accounted for the lion's share—some 64 percent—of Walgreens' sales, encouraging customers to shop the stores' front ends for nonprescription items was critical for the chain to maintain and increase its market share. Walgreens' senior vice president of marketing, George Riedl, told Drug Store News that increasing front-end sales could be accomplished only by getting more customers into the stores.

In order to accomplish this goal, Walgreens in 2002 partnered with Euro RSCG Tatham Partners/Chicago to create a new advertising campaign. The campaign, "Perfect," was designed to reinforce the drugstore chain's image and brand while pointing out that it was the perfect place for busy consumers to shop and not just et prescriptions filled. No budget for the campaign, which was a series of television spots set in the mythical village of Perfect, was available, but the company typically spent $25 million to $30 million on all advertising each year.