According to a New York Times report, the campaign emphasize the quality and affordability of the Walgreens brand.
Kim Feil, chief marketing officer for the chain, told the Times, "It's equally important that we elevate the Walgreens brand and product not just on the basis of lower cost."
A survey of roughly 1,000 adults in the U.S. by Walgreens and the Opinion Research Corporation helped the drugs chain conclude that now was the right time to launch a national ad campaign for its store brand. Eighty-four percent of those surveyed said they had purchased over-the-counter private label products. Thirty-six percent said their purchases of private labels had increased in the past year.
Walgreens is getting its message out there with television commercials, print, in-store and online. Banner ads are said to make comparisons between Walgreens' products and national brands. The company has also donated products to prominent bloggers and invited their reviews.