Walgreens launches rebranding initiative

Deerfield, Ill.-based Walgreens Boots Alliance announced Monday that Walgreens is launching a multifaceted rebranding initiative that will emphasize the 116-year-old drugstore chain’s “legacy of care.” The retailer’s new tagline is “Trusted since 1901.”

The brand positioning is an effort to stress the aspects of Walgreens that customers truly love, according to the company. “Those attributes – care, trust and accessibility – are the focus of the campaign, which includes new advertising and marketing and a purpose to champion the health and well-being of every community in America,” Walgreens stated in a press release.

“We went deep into Walgreens history to rediscover what makes Walgreens great,” said Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance and president of Walgreens. “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901.”

“Trusted since 1901 reinforces the fundamental truth of the work we do: that behind every prescription and purchase is a person, and behind every person is a unique story,” added Adam Holyk, Walgreens senior vice president and chief marketing officer.

Walgreens is also releasing a series of digital vignettes called “Care Stories,” which feature real employees and Walgreens customers.

Walgreens operates 8,100 drugstores with a presence in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands, along with its omnichannel business, Walgreens.com.