Walgreens emphasizes care heritage in new branding

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Walgreens emphasizes care heritage in new branding

By Michael Johnsen - 12/04/2017

Walgreens is moving on from the "corner of happy and healthy" with a new slogan that emphasizes the company's long heritage of serving patients in the U.S. It's that Walgreens legacy of care that is the foundation of a new, multifaceted brand positioning and identity that launched Sunday and is reflected in the new tagline, "Walgreens. Trusted since 1901."

The brand repositioning targets two critical demographics for Walgreens - millenial and generation x women. To connect with millennial females, Walgreens will extend its message across several digital channels, especially mobile and social. Walgreens understands that mobile consumption is the way for this generation to stay connected.

For gen Xers, Walgreens will leverage traditional media channels in addition to social media, the Deerfield, Ill. retailer reported.

“We went deep into Walgreens history to rediscover what makes Walgreens great,” stated Alex Gourlay, co-COO for Walgreens Boots Alliance and president of Walgreens. “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility. We’ve always cared for our customers’ health and well-being, but how we’ve cared has evolved over time. As consumer behavior continues to change, we will focus on these core attributes to help define the work we do.”

“Trusted since 1901 reinforces the fundamental truth of the work we do: that behind every prescription and purchase is a person, and behind every person is a unique story,” added Adam Holyk, Walgreens senior vice president and chief marketing officer. “Since the beginning of our company, we have dedicated ourselves to serving the people of our communities, supporting them through their ups and downs, whenever they need us. Straightforward, authentic, warm and reliable, we’re here to help everyone – every day. Beyond a new tagline, we hope to reflect where our brand is headed in the future with new initiatives and services that align to our brand promise: to always to be here to help you feel good.”

The brand positioning is an effort to emphasize the aspects of Walgreens from the past 116 years that customers truly love. Those attributes – care, trust and accessibility – are the focus of the campaign, which includes new advertising and marketing, and a purpose to champion the health and well-being of every community in America.

As part of the new brand identity, Walgreens release a series of digital vignettes called “Care Stories,” which feature real employees and Walgreens customers. The videos are a snapshot of how Walgreens continues to provide care to its patients.