• Brandweek, Wednesday, September 9, 2009 10:42 AM

Walgreens yesterday introduced a campaign positioning it as a one-stop shopping destination and healthcare provider. The tagline is "There's a way," reports Elaine Wong in a Q&A with CMO Kim Feil, who says the campaign conveys how Walgreens can be a resource in consumers' lives.

The chain, which will open its 7,000th location on Oct. 1 and serves 5.3 million customers daily, has been doing a lot of deep studies recently to understand who its consumers are, Feil says. In the past, Walgreens tended to market all of its businesses separately, but it turned out that consumers view it as a neighborhood resource -- "whether it's helping them do easy things like grabbing a gallon of milk on a Sunday morning to make breakfast, or something as complicated as [assisting] a newly diagnosed diabetic."

A TV spot that rolled out yesterday shows how Walgreens provides affordable, community-based healthcare through its flu shot program. "We're making it as easy as possible by guaranteeing that between the hours of 10 a.m. and 4 p.m. every day, in every store, consumers can walk in Walgreens and get a flu shot without an appointment," Feil says.

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