‘Cougar Town’ star takes center stage in Pepto-Bismol campaign
CINCINNATI — In line with the annual celebration of Cinco de Mayo, Pepto-Bismol has tapped actress Busy Philipps, star of ABC’s "Cougar Town," for a campaign themed after the holiday.
As part of the Cinco de Mayo celebration, Pepto-Bismol and Philipps have partnered to help others celebrate the holiday, even while sitting at a computer. The brand has developed a pinata smash on YouTube, where viewers will be able to see Philipps’ favorite way to smash a pinata. Consumers also will have the opportunity to create their own video variations.
Philipps, who said she looks forward to this holiday each year, uses Pepto-Bismol when she overindulges. "I am going to celebrate Cinco de Mayo by throwing a mini-themed fiesta, with several trays of mini quesadillas, mini tacos and mini burritos," Philipps said. "And of course, I’ll be sure that Pepto has my back, ’cause knowing me, I’ll over-fiesta."
Sav-Mor promotes its small-town spirit
Armed with the positioning line, “It’s Time To Get Better,” Sav-Mor Drug Stores continues to emphasize the big difference between its network of franchised locations and the corporate mentality of the chain operations.
To that end, its most recent radio and television campaign positioned the pharmacies against the large national chains. The customer- service-focused campaign established the Sav-Mor pharmacist as “your personal pharmacist” along with the idea that “nobody cares more for the customer than the owner.”
To keep its stores in the public eye, Sav-Mor has diligently supported on-target marketing, aggressive advertising, traffic building promotions and public relations campaigns. Among its most successful is the Advertising Circular campaign, whereby the pharmacies produce 14 direct-mail tab and coupon books a year. While each store controls local delivery, each is able to tap into an advertising and promotions program that would be out of reach to an independent pharmacy. Other initiatives created to assist its independently owned and operated neighborhood pharmacies are improved store-level efficiencies.
Its rewards program continues strong, offering customers a 30-day supply of more than 300 drugs for $4 and a 90-day supply for $11.99. In addition, pharmacists offer one-on-one free medication reviews, as well as a 20% discount on all Quality Care over-the-counter products. The program was created three years ago for several reasons. “We put a value on working with our pharmacists to help manage prescription costs,” Sav-Mor president Richard Grossman told Drug Store News. In addition, it enables the chain to match big-box retailers’ prices and keep customers loyal to Sav-Mor pharmacies. The program still carries a one-time fee of $10.
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Pharmaca picks up the pace
Pharmaca Integrative Pharmacy is targeting three new store openings in 2011 and between three and six new stores each year through 2015. It’s a pace that would put the company at approximately 44 locations in time for the chain’s 15th anniversary, Mark Panzer, Pharmaca president and CEO, recently told Drug Store News.
In November 2010, Pharmaca opened the doors to its new prototype in Menlo Park, Calif., which features expanded facings in such categories as “rest and relaxation,” health monitoring and beverages, a category that includes the fast-growing probiotic niche.
Pharmaca also recently revamped its e- commerce site, a factor that should drive revenue growth through 2011. The site showcases more than 4,500 products ranging from vitamins, supplements and herbs to personal care items, eco-home products and beauty essentials in hard-to-find brands. “We’ve got product that is high-value, low-cube and easy to ship that should be able to compete with the [specialty vitamin chains] on e-commerce,” Panzer said.