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World Retail Congress recognizes Walgreens as Retail Advertising Campaign of the Year

BY Michael Johnsen

BERLIN — Walgreens was awarded the Retail Advertising Campaign of the Year at the Oracle World Retail Awards here at the German Historical Museum during the annual World Retail Congress held Tuesday.

The Retail Advertising Campaign of the Year celebrates outstanding advertising campaigns undertaken by a retailer to build the brand. Walgreens was selected over the competition and was awarded the prize due to its “Arm Yourself for the Ones You Love” campaign by Arc Worldwide.

Walgreens’ winning campaign stemmed from research that uncovered a subset of untapped consumers most receptive to getting a flu shot, who it called “Intender Moms,” who had every intention of getting a shot last year but didn’t. They were so busy doing things for others, so getting a flu shot for themselves became less of a priority.

By repositioning the flu shot as a selfless act — a meaningful way for a mother to show her love for the people she cares about — Walgreens created an iconic heart-shaped bandage where she could write in the names of the people she was protecting. These “Arm Yourself for the Ones You Love” badges prompted others to think about who they would get a shot for, creating a positive viral effect.

The outreach, speed and value of this campaign appealed to the judges, who felt it was a well executed example of advertising that connected with customers and produced results.

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Study: Supermarket pharmacies could benefit from drug patent expiries

BY Alaric DeArment

NEW YORK — Supermarket pharmacies could see a slight rise in gross profits next year as branded drugs lose patent protection and go generic, according to a new report by Moody’s Investors Service.

The report, released Wednesday, noted that while the lower prices of generic drugs depress pharmacies’ revenue growth, they also can help to drive margin expansion. As such, the report found that Kroger, Safeway and Supervalu could see increases in profitability as they fill more generic prescriptions. Still, reimbursement pressure from pharmacy benefit managers looking to reduce reimbursement rates for generic prescriptions could limit gains, according to the report.

"We project a low single-digit percentage increase in 2012 gross profit dollars for the three largest supermarket chains," Moody’s VP and senior analyst Mickey Chadha said. "But the overall impact of the upcoming generic drug wave on supermarkets’ bottom lines will depend on their ability to manage inflationary pressures, increasing competition from alternative food retailers and operating costs."

A number of branded drugs will come off patent over the next 14 months, including two of the top-selling drugs in the world, Pfizer’s cholesterol-lowering drug Lipitor (atorvastatin) and Bristol-Myers Squibb’s and Sanofi’s anticlotting drug Plavix (clopidogrel); these drugs had respective sales of $7.2 billion and $6.1 billion last year, according to IMS Health.

See the report here.

 


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Windex celebrates 75th birthday

BY Allison Cerra

RACINE, Wis. — SC Johnson’s glass cleaner brand is marking a milestone: its 75th birthday.

To celebrate its more than seven decades in the market, Windex is looking back through history and inviting families to share their "traditions and shining moments" on the brand’s Facebook page. As part of the campaign, Windex has enlisted three moms to spark conversations and inspire new ideas through the brand’s Facebook page, Twitter and their own personal blogs. The goal: to encourage others to talk about their traditions and also offer families resources to help bring these traditions to life.

"The Windex brand has been a part of the American household for 75 years, which we think creates a nice connection between timeless family traditions with how the brand’s heritage has evolved," said Kelly Semrau, SC Johnson SVP global corporate affairs, communication and sustainability. "Few brands have stood the test of time, which is why we want to hear from the families who have helped make the Windex brand the icon it is today."

Check out Windex’s Facebook page here.

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