Rite Aid Rebrand - 360 Campaign
Rite Aid wanted to move into the wellness and alternative medicine space, but getting the entire organization to shift was going to take years. I was able to rally Rite Aid’s marketing department, social marketers, C-Suite, store managers, external agencies and my Havas team behind a platform idea and visual execution that led Rite Aid into a new direction, one that gave people the impression that Rite Aid was for a younger consumer and there were some big changes happening. But it couldn’t be all fluff. I knew there had to be truth to this change, so I got Rite Aid to focus on quickly retraining their pharmacists in holistic medicine and made them the cornerstone of the campaign.
Press: Ad Age (interviewed in piece), Adweek, Forbes, Campaign US
Role: Executive Creative Director and Copywriter
Film
OOH
Social
In-Store
Radio
We hear calming spa music throughout the spot.
MEDITATIVE VOICE: I’m going to guide you through a relaxing thirty seconds talking about cold and flu season.
SFX: Running water like a gentle stream.
MEDITATIVE VOICE: Because even though this year is stressful,
SFX: Wind chime and a gentle breeze.
MEDITATIVE VOICE: You’re going to feel calm.
SFX: Gong sound.
MEDITATIVE VOICE: Because at Rite Aid, our pharmacists are educated in traditional medicine and alternative remedies.
SFX: Indian flute music.
MEDITATIVE VOICE: So you not only get a flu shot, you also learn how to support your immune system.
SFX: Tibetan singing bowl.
MEDITATIVE VOICE: And have peace of mind, you’re doing everything you can to protect your health and wellness.
SFX: Birds chirping.MEDITATIVE VOICE: Get your flu shot and boost your immune system at Rite Aid today.