Walgreens: Walk with Walgreens

Category: SME-Retailer: Shopper Loyalty Program
Brand/Client: Walgreens/Walgreens Co.
Lead Agency: Leo Burnett/Arc Worldwide
Contributing Agencies: Starcom (SMG), Mars Advertising, Inc., Digitas, LiquidThread

Strategic Challenge

Walgreens aims to inspire wellness. The trouble is, competitors like CVS and Rite Aid occupy the same space. To build brand leadership and pull ahead of competitors waving the same wellness flag, Walgreens needed to take a more active role in people's health.

Most people know what they should do to be well – eat less, move more, quit smoking – but they don't always follow through. Our job was to help Walgreens close the gap between what people know and what they do. We needed a behavior changing act that to give Walgreens an active role in people's well life.

How could we turn good intentions into wellness action?