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
The ads take a number of
One ad shows a self-conscious
"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
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,
"Despite being a part of the fabric of
Some ads speak to the challenging and hectic nature of
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
"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
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,
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