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Duane Reade readies New York advertising blitz
July 10th, 2009
Duane Reade conveys its "uniquely New York" message on this billboard atop a store near Jamaica Station in Queens.
NEW YORK – Duane Reade Inc. on Friday said it's set to uncork its first new advertising campaign in years, with the drug chain's messages blanketing spaces throughout New York City.
Plans call for the New York-themed campaign — which sports the tagline, "Your city. Your drugstore. Duane Reade" — to start appearing next week in thousands of subway cars and buses, as well as on phone kiosks, billboards and urban panels near rail stations, according to the company.
The ads will be seen in one of every three subway cars, one of every 10 city buses and inside one of every two Manhattan buses, said Duane Reade, which currently bills itself as "uniquely New York" in its in-store and outside marketing.
Slated to run throughout the year, the campaign was created by advertising agency DeVito/Verdi and marks the 253-store, metropolitan New York drug chain's first new branding campaign in nearly a decade.
"We're strengthening the connection between New Yorkers and a uniquely New York drug store chain," Joe Jackman, chief marketing officer at Duane Reade, said in a statement. "This campaign will help keep us top-of-mind with New Yorkers and provide a quintessentially New York voice for our brand."
The ads take various New York symbols, events and local references to convey the chain's understanding of what New Yorkers need and when they need it, Duane Reade said.
For example, one ad shows the Statue of Liberty unwilling to completely raise her lit torch, with the copy reading, "Everything a New Yorker needs, like deodorant." Another ad depicts a bottle of Pepto-Bismol next to copy that states, "Feast of San Gennaro. September 10-20."
Other ads capture the hectic nature of New York living, the company said. One ad shows the inside of a subway car and says, "The pole you're holding has a gazillion germs on it," while another ad instructs shoppers to "Get everything you need in 15 minutes. Or as New Yorkers call it, lunch hour."
"This campaign works particularly well on, and under, the streets of New York," Jackman commented.
Duane Reade added that in 2010 it would consider expanding the campaign to include other media.