Description: THE next time consumers visit a Walgreens drugstore looking for something to soothe their achy heads, the company hopes they will reach for its private-label pain reliever and not a brand name.
Questions for discussion:
- Do you think the use of digital media for this campaign is a good choice over traditional choices such as print and television?
- Do you think buyer behavior is ready to change brands, as Walgreens hopes?
- What factors do you think consumers consider when comparing store brand and national brands of products typically found in a WalgreenÃ¢â‚¬â„¢s store.