Well: Pharmacy rebrand door drop

This case study describes how the rebranded Well pharmacies in the UK maintained name recognition and consumer loyalty by using door drops.

Well: Pharmacy rebrand door drop

McCann

Campaign overview

With 780 Co-operative pharmacies scheduled to rebrand to Well over seven months, the challenge was to convey the name change while ensuring minimum impact on customer attrition and loyalty. Driven by brand research and Well's vision to be the preferred local community pharmacy, a branch-specific door drop conveyed the brand message as part of a multi-channel campaign and drove brand awareness and recognition, voucher redemptions and an increased basket spend per customer.

Strategy

Well wanted a local, highly targeted campaign, with the rebrand planned by region, activity focused by area and mailings...

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