Duane Reade Breaks Second Wave of Print Ads Throughout New York

'Your City. Your Drugstore' Campaign Continues As Duane Reade Transforms its Business to Better Serve New Yorkers

Oct 05, 2009, 07:30 ET from Duane Reade

NEW YORK, Oct. 5 /PRNewswire/ -- Seeking to make its new advertising campaign as common a sight to New Yorkers as its more than 250 neighborhood stores, Duane Reade unveils its latest print ads on buses, subways, phone kiosks, billboards and other outdoor spaces throughout the city this week. The campaign is intended to convey the brand attributes of Duane Reade and is a marketing component of a business transformation that has been underway since late 2008.

"The campaign is a highly visible part of the many positive changes underway at Duane Reade," said Joe Jackman, Acting Chief Marketing Officer. "With this latest wave of creative, we're continuing to communicate directly with New Yorkers to establish a unique voice for our brand. As Duane Reade is part of the fabric of life in the city, we think it's important that this dialogue take place on the streets, on city subways and buses and in our stores. Moreover, we are delighted that our customers are telling us that the ads really resonate and feel right."

The campaign, whose tagline is "Your city. Your drugstore. Duane Reade," speaks directly to Duane Reade customers in a way that only fellow New Yorkers can. The Gotham-inspired black and white ads reflect that New York's drug store understands the nature of life in this city and what it takes to survive day in and day out.

The ads are inspired by the Company's brand mantra - New York Living Made Easy - and aim to remind New Yorkers that Duane Reade is the convenient, uniquely New York choice for "How I Feel," "How I Look," and "What I Need Now." For example, one ad reads: "For the city that never sleeps, we have something for that too." Another reads: "Where the toughest people get the softest toilet paper." Yet another reminds people that Duane Reade is by far the largest drug store chain in New York City. The ad reads: "Germs are everywhere. And so are we."

Using unmistakable New York City imagery, the ads feature city backdrops that help convey Duane Reade's message that it knows what New Yorkers need and want. Against a subway car pulling into a station, one ad reads: "You know the A, C and E are also vitamins," in reference to three subway lines. Another shows the New York City skyline at dusk accompanied by the simple message: "How to survive on an island."

The campaign, created by the independent New York advertising agency DeVito/Verdi, was originally launched in July 2009 with print ads blanketing Manhattan and the outer boroughs. The initial ads that kicked off the campaign encouraged New Yorkers to think of Duane Reade as their hometown drug store, with ads that carried such lines as "The one place even tourists can find," and "Prescriptions. Easier to get than taxicabs."

About Duane Reade

Founded in 1960, Duane Reade is the largest drug store chain in New York City. In keeping with the company's brand vision of New York Living Made Easy, Duane Reade provides New Yorkers with prescriptions, health products and services, beauty products and services, and convenience items for daily life in the City. . . everything for "How I Feel", "How I Look", and "What I Need Now". As of September 1, 2009, the company operates 256 stores.

    Business & Trade Media
    Diane Zappas, FD

    Consumer Media
    Kelly Durcan, DeVito/Verdi
    Stefanie Shuman, DeVito/Verdi

SOURCE Duane Reade