ignite a trend with a down-to-earth marketing campaign?
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faster than the Hyperloop
Rita Thomas
Brand Strategist and owner at 110 North
As the second-largest pharmacy chain in the U.S., Walgreens is the go-to place for health and wellness products and select groceries. Besides this, the store boasts a large selection of beauty products, riding the wave of drugstore makeup popularity.
But before vloggers capitalized on the budget beauty trend, Rita Thomas remembers the challenges Walgreens faced in marketing this department to its customers. Most customers used to walk straight past the cosmetics aisle just to fill their prescriptions, perhaps getting a little snack while on the go.
Although she now runs her creative agency 110 North, Thomas was formerly part of Walgreens’ in-house team that partnered with ad agency GSD&M on the campaign “Whatever makes you feel beautiful.” Looking back on the project, she sheds some light on the importance of understanding and honoring your target audience.
What’s the project you’re most proud of?
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