Navigation Links
Duane Reade Dispenses a Large Dose of Marketing, as it Strengthens its Hometown Connection
Date:7/10/2009

NEW YORK, July 10 /PRNewswire/ -- Looking to reinforce its positioning as the city's pre-eminent drugstore chain, Duane Reade is about to launch an aggressive new advertising campaign that speaks to New Yorkers as only a born and bred New Yorker can.

Carrying the tagline, "Your city. Your drugstore. Duane Reade", the campaign will begin appearing next week in thousands of subway cars and buses, as well as on phone kiosks, billboards and urban panels near rail stations. The campaign, created by the New York advertising agency DeVito/Verdi, marks the first new branding campaign in nearly a decade from the ubiquitous chain of New York drug stores.

The ads take a number of New York symbols, events and local references to help communicate the chain's unique understanding of what New Yorkers need, and when they need it.

One ad shows a self-conscious Lady Liberty unwilling to completely raise her lit torch. The copy reads: "Everything a New Yorker needs, like deodorant."

"Nearly 50 years ago, this company started as just one store on Broadway, between Duane and Reade streets. We're strengthening the connection between New Yorkers and a uniquely New York drugstore chain," said Joe Jackman, chief marketing officer at Duane Reade. "This campaign will help keep us top-of-mind with New Yorkers, and provide a quintessentially New York voice for our brand."

A number of other ads in the campaign play off what New Yorkers inevitably need after partaking in certain annual city events. One side-by-side ad simply shows a bottle of Pepto-Bismol next to copy that states, "Feast of San Gennaro. September 10-20." Another shows a package of Tiger Balm Muscle Rub next to the following information: "NYC Marathon, November 1, 2009."

"Despite being a part of the fabric of New York for nearly a half-century, what this company has lacked recently has been a 'New York voice'," said Ellis Verdi, president of DeVito/Verdi, the agency that created the campaign. "This campaign speaks to New Yorkers and lets them know that we know how you live, what you need to get through the day."

Some ads speak to the challenging and hectic nature of New York living. One ad shows the inside of a subway car with the reminder: "The pole you're holding has a gazillion germs on it." Another ad instructs shoppers to "Get everything you need in 15 minutes. Or as New Yorkers call it, lunch hour."

In total, the ads will be seen in one of every three subway cars, one of every 10 city buses; and inside one of every two Manhattan buses. The campaign will run throughout the year.

"We chose to run this campaign on out-of-home media exclusively for the simple reason that this is where New Yorkers tend to be -- outside of their homes or apartments," said Duane Reade's Mr. Jackman. "This campaign works particularly well on, and under, the streets of New York."

The company also announced that in 2010 it would explore the possibility of expanding the campaign to include other media.

About Duane Reade

Founded in 1960, Duane Reade is the largest drug store chain in the metropolitan New York City area, offering a wide variety of prescription and over-the-counter drugs, health and beauty care items, cosmetics, greeting cards, photo supplies and photofinishing. The company operates 253 stores throughout the metropolitan New York region.

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 15 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Meijer, The National Association of Broadcasters, Sony, Canon, BMW, Circuit City, Daffy's, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, SteinMart, Reebok, Massachusetts General Hospital, Hotwire.com, Office Depot, Legal Sea Foods, Mount Sinai Medical Center, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.


'/>"/>
SOURCE Duane Reade
Copyright©2009 PR Newswire.
All rights reserved

Related medicine news :

1. Duane Reade Holdings, Inc. Announces Cash Tender Offers for Senior Secured Floating Rate Notes and Senior Subordinated Notes and Solicitation of Consents to Related Indentures
2. Duane Reade Announces Premier-Level Sponsorship of AIDS Walk New York
3. Duane Reade Holdings, Inc. Reports First Quarter 2009 Results
4. Duane Reade Holdings, Inc. Reports Fourth Quarter and Full Year 2008 Results
5. Duane Reade Holdings, Inc. Further Strengthens Management Team With Addition of Frank Scorpiniti, SVP, Pharmacy Operations
6. Duane Reade Holdings, Inc. Reports Third Quarter Results
7. Duane Reade Goes Pink to Support 2008 Komen New York City Race for the Cure(R)
8. Duane Reade Announces Proud Sponsorship of AIDS Walk New York
9. Duane Reade Holdings, Inc. Announces Resignation of Chief Marketing Officer
10. Duane Reade Holdings, Inc. to Report Fourth Quarter and Full Year 2007 Financial Results
11. Duane Reade Holdings, Inc. to Report Third Quarter 2007 Financial Results
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/24/2016)... ... 24, 2016 , ... A recent article published June 14 on ... article goes on to state that individuals are now more comfortable seeking to undergo ... such as calf and cheek reduction. The Los Angeles area medical group, Beverly Hills ...
(Date:6/24/2016)... ... , ... June 19, 2016 is World Sickle Cell Observance Day. In an ... of holistic treatments, Serenity Recovery Center of Marne, Michigan, has issued a ... Cell Disease (SCD) is a disorder of the red blood cells, which can cause ...
(Date:6/24/2016)... ... June 24, 2016 , ... The ... in Dallas that it will receive two significant new grants to support its ... PHA marked its 25th anniversary by recognizing patients, medical professionals and scientists for ...
(Date:6/24/2016)... ... June 24, 2016 , ... Dr. Amanda Cheng, an ... Dr. Cheng has extensive experience with all areas of orthodontics, including robotic Suresmile ... orthodontics. , Micro-osteoperforation is a revolutionary adjunct to orthodontic treatment. It can ...
(Date:6/24/2016)... ... ... of Topricin and MyPainAway Pain Relief Products, join The ‘Business for a Fair Minimum Wage’ ... 2020 and then adjusting it yearly to increase at the same rate as the median ... floor does not erode again, and make future increases more predictable. , The company is ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... 2016 Research and Markets has announced ... Forecast to 2022" report to their offering. ... the patients with kidney failure, it replaces the function of ... patient,s blood and thus the treatment helps to keep the ... balance. Increasing number of ESRD patients & ...
(Date:6/23/2016)... , June 23, 2016 ... "Pharmaceutical Excipients Market by Type (Organic Chemical (Sugar, ... Formulation (Oral, Topical, Coating, Parenteral) - Global Forecast to ... The global pharmaceutical excipients market ... at a CAGR of 6.1% in the forecast period ...
(Date:6/23/2016)... Roche (SIX: RO, ROG; OTCQX: RHHBY) announced ... BRAHMS PCT (procalcitonin) assay as a dedicated testing solution ... this clearance, Roche is the first IVD company in ... sepsis risk assessment and management. PCT is ... levels in blood can aid clinicians in assessing the ...
Breaking Medicine Technology: