Walgreens.com Launches First Marketing Campaign

Aiming to boost traffic to its online presence, drugstore retailer Walgreens this week launched its first ad campaign in support of its Web site.

Created by Chicago-based Euro RSCG Tatham, a unit of ad group Havas Advertising, the campaign is designed to build awareness of Walgreens.com, and to drive consumers to the site.

Spending was not disclosed for the work.

Four, 30-second cable TV spots aim to encourage registration for the Walgreens online pharmacy either online or at a Walgreens pharmacy. The commercials also highlight the site’s ease-of-use and features, such as online ordering of new prescriptions or refills, access to Mayo Clinic health information, and the ability to ask pharmacists questions online.

Two of the spots, “Corners” and “Signs,” speak to the Web pharmacy’s accessibility, while “Ragweed” and “Weather” attempt to differentiate Walgreens.com as a one-stop shop for information and the same benefits consumers get at the company’s offline pharmacies.

While many of Walgreens.com’s features also are available on the Web site of Walgreens’ biggest competitor, CVS, Tatham president and chief executive Gary Epstein said his agency tapped the Walgreens’ brand identity as a jumping-off point for the spots.

“We focused on the most important aspects of the Web site — convenience and efficiency — while highlighting Walgreens reputation as ‘The Pharmacy America Trusts,'” said Tatham president and chief executive Gary Epstein.

The spots will air nationally on cable networks including CNN, CNBC, MSNBC, FOX News, The Discovery Channel and A&E.

Tatham’s marketing services division, The Sales Machine, also worked with Walgreens’ in-house ad department to create in-store point-of-purchase materials and Sunday newspaper circulars.

“By launching Walgreens.com, we … give our customers more health information and control over their prescription needs,” said Craig Sinclair, vice president of advertising at Chicago-based Walgreens. “Our Web site awareness campaign will creatively pave the way for consumers to discover the variety of helpful features at our online pharmacy.”