Walgreens is stepping up their game to get you to buy their store brand products. The company is starting a national campaign for their store brands. According to “Walgreens Launches Campaign to Push Store-Brand Products” by Tanzina Vega, the campaign will consist of ad commercials placed before popular shows, website ad comparing their products to other well known brands, sponsoring bloggers for post reviews, and their continuing print ads.
For most of the commercials, the star will be the Walgreen pharmacist. The message will be that if a pharmacist can recommend Walgreen brand products, they must be just as effective as other brand products. Other aspects of ads will include direct comparison to other brands in areas such as price and ingredients. According to article, many bloggers have been given free samples of Walgreens brand product and/or payment in exchange for their honest review.
Store brand products have gained some consumers as a consequence of the bad economy and a lost in confidence from major brands, such as Johnson & Johnson who experienced a year full of recalls. I think the campaign will do well as I too find myself buying store brand over major brand. But I tend to also compare store brand prices amongst different stores. While Walgreens may convince consumers to stop depending highly on major brands, how will they compete against Walmart store brands or CVS store brands?
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