The campaign offered sales support offered to all 20 stores in the Long’s footprint, including North Carolina, South Carolina and Georgia. Traffic has increased both to the physical locations and the new website.
Reintroduce the Long’s Drugs brand to the markets that they serve and distinguish the difference between their pharmacy and the big box retailers.
Use the counter, where most pharmacy transactions occur, as a point of differentiation. Using that and the play on words of what a counter culture is all about, we exploited the fact that not only is Long’s Drugs different, it's better for consumers.
This branding campaign kicked off with traditional media of broadcast television, print ads and direct mail. Once we overhauled the website, we then added digital media to the mix.
Many people know that Long’s Drugs is in Columbia, but their footprint has grown and actually extends into North Carolina and Georgia.
If you walk into a Long’s Drugs, there is a good chance you will see someone from our campaign. All of the pharmacy talent are actually staff members. So go on in—and see how different is better.
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