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Rite Aid features wellness+ with Plenti in new ad campaign

BY Michael Johnsen

 

 

 
CAMP HILL, Pa. — Rite Aid on Monday launched a new integrated marketing campaign in support of wellness+ with Plenti, created by Rite Aid’s long-time agency partner MARC USA. The new television spot shows how consumers can benefit from Rite Aid joining forces with their other favorite brands. The campaign is designed to reach not only Rite Aid customers but also customers of other Plenti partners including AT&T, Exxon, Macy’s, Mobil, Nationwide, Direct Energy, Enterprise Rent-A-Car and Hulu.
 
“Customer loyalty is such a critical business driver today. Wellness+ is already one of the most robust retail loyalty programs, so it was such a natural fit for Rite Aid to join Plenti and take our program to the next level," said John Learish, Rite Aid SVP marketing. "Since there has never been anything like this before in the United States, the goal of our campaign is to help shoppers understand the power of Plenti. We also want to make sure Rite Aid customers know that in addition to earning Plenti points, which can be used for at least two years for savings at Rite Aid and certain Plenti partners, all the great benefits of wellness+ remain – including the ability to earn 20% off almost the entire store for a year.”
 
The new campaign features a 30-second TV spot that brings the coalition experience to life as it shows how wellness+ with Plenti works. It follows a shopper eagerly offering to buy a cold remedy for her sick husband. Along the way, she visits several Plenti partners for things she wants and needs, including Macy’s for jeans, AT&T for headphones and Exxon/Mobil for fuel, before she arrives at Rite Aid, where she ultimately gets the cold medicine free with the Plenti points she has already earned.
 
MARC USA’s Chief Creative Officer Bryan Hadlock explained that the TV spot was shot on site at Rite Aid as well as at other Plenti partners. Hadlock added, “It’s quite unusual for a retail spot for one brand to feature other brands this way. It’s proof of the tremendous collaboration and coordination within the Plenti coalition and really demonstrates the ease and simplicity of the customer experience. It’s a real win-win for consumers and retailers participating in the Plenti coalition.”
 
The campaign media strategy includes extensive support nationwide and an additional overlay in Rite Aid’s key markets. Besides the TV spot running on major cable networks, there are two 30-second spots running on network radio, as well as direct mail, in-store signage, circular and multi-platform digital activation with six online videos, email, search, display, pre-roll and social media strategies.
 
“We’ve built such strong brand loyalty through wellness+ and wellness65+ with more than three-fourths of our sales today associated with a wellness+ card," Learish said. "We see wellness+ with Plenti as a way to give even more value to our loyal members and also introduce new shoppers to Rite Aid. Wellness+ with Plenti works seamlessly across all the ways people want to shop Rite Aid, including Riteaid.com – where customers can also earn and use Plenti points.”
 

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Samsung, Cigna roll out health-and-fitness app

BY Ryan Chavis

BLOOMFIELD, Conn. — Samsung Electronics, along with health-service company Cigna, on Monday announced a new version of the Coach by Cigna mobile app, which helps the user to identify their personality type, needs and preferences. It also provides programs to help with such topics as diet, exercise, stress and weight. 
 
"Samsung is committed to providing our users with mobile health solutions that go above and beyond what is currently available in the market," said Yong Jin Lee, head of Health R&D Group at Samsung Electronics. "By partnering with Cigna, we can put advanced health technology into the hands of our users, making our applications a fun and integral part of their everyday lives."
 
Coach by Cigna helps identify a range of personality types — "Planner," "Day Dreamer" or "Explorer" — and determines the user’s aptitude, how the user prioritizes their health, and how they understand health issues. Additionally, the app provides diets and fitness programs, complete with instructional videos and support from health coaches, the company said in a statement. 
 
"Cigna is all about finding effective ways to help people achieve healthier, more secure lives," said Heather Valteris, Cigna’s global head of channel and partnership marketing. “We tested, we learned and now we're putting our expertise into our next generation of Coach by Cigna. With less than 20 simple questions, we can get to know your style, your preferences and the best ways to meet you where you are and help get you to where you want to be." 
 
The app is available for free in the Google Play store for the following devices:  Samsung Galaxy S6, S6 Edge, Galaxy S5, Galaxy Note 4 and Note Edge. According to the companies, Coach by Cigna’s programs complement Samsung’s S Health app, an “all-in-one companion” for a user’s healthy lifestyle. 
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Walgreens’ first Red Nose Day a success as broadcast nears

BY Michael Johnsen

 

 
 
DEERFIELD, Ill. — With tremendous support from customers across the country, Walgreens to date has raised $7 million, exceeding its goal of raising $5 million through red nose and vendor partner product sales, as well as in-store donations in support of the nationwide fundraising campaign, Red Nose Day. With a limited amount of red noses remaining for purchase, Walgreens is offering additional ways for customers to show support.
 
"Our incredible partnership with the Red Nose Day campaign is one more way that Walgreens can continue to fulfill its purpose  – to champion everyone's right to be happy and healthy," said Alex Gourlay, president of Walgreens. "We're absolutely thrilled to have exceeded our fundraising goal, but the real recognition is owed to our customers and team members who embraced the spirit of this cause and joined us for a good laugh along the way. We hope more people will keep this outstanding momentum going by offering support through the final hours of the campaign."
 
Through May 30, Walgreens customers can make donations to support Red Nose Day in-store or by purchasing select products at Walgreens from vendor partners such as Mars, Kraft and Coca-Cola. They also can tune in and donate during NBC's televised fundraising event May 21 (8-11 p.m. Eastern time).  Customers are even encouraged to get creative, flexing their DIY skills for a personal take on the red nose and take a #RedNose selfie.
 
Organized by Comic Relief, Red Nose Day has been celebrated in the United Kingdom for more than 25 years. Red Nose Day's campaign culminates in NBC's televised fundraising event in New York on May 21. The live, three-hour benefit will feature popular comedians, top musicians and Hollywood stars, a mix of great comedy, live musical performances and short films shedding light on the cause.  
 

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