Priceline Pharmacy Launches “100% Woman” Campaign

Priceline Pharmacy Launches “100% Woman” Campaign
SHARE
THIS



Priceline Pharmacy recently launched its new brand campaign “100% Woman” calling out its unique position in the marketplace with the first of a series of ads appearing on TV, online and in print across the country.

The campaign was developed in conjunction with creative agency Ogilvy Melbourne and kicked off with a television ad featuring insightful, real and fun statistics about Aussie women, cut to the catchy tune ‘Girls, Girls, Girls’ ending with the bold statement “We’re 100% Woman”.

This is the opening statement of the campaign and features Priceline Sisters Ita Buttrose and Sam Harris along with everyday women. Several versions of the ad will be rolled out focussing on health, sport and the men in women’s lives.

“We chose ‘100% Woman’ to be the debut version of the ad because 97 per cent of our customers are women and this campaign is just calling out that we are here to support them. We’ve had a really positive response from our customers and some loved it so much they have contacted us to try to buy the song!” said Mark O’Keefe, general manager marketing Priceline Pharmacy.

The new campaign brings to life the fact that 50.6 per cent of Australia’s population is women and although every one is different, the one thing they all have in common is that they want to feel 100 per cent. That’s why Priceline Pharmacy is dedicated to understanding the health and beauty needs of every Australian woman.

“Our strength in beauty and health, in-depth knowledge of our customers, incredible array of assets, strong online presence, female ambassadors, unrivalled range in-store and 6.4 million Sister Club members are all powerful demonstrations of our commitment to women. No other retailer in the country knows women like we do,” said O’Keefe.

“We have chosen to create various versions of the ad to showcase our multi-dimensional offering which will also include our range of men’s products which we know women purchase for the men in their life be that fathers, brothers, sons or partners. We will also hero our health stations which are used equally by our male and female customers and which, in the pharmacy space, are exclusive to Priceline,” said O’Keefe.

Priceline Pharmacy will also be highlighting its support of women in sport. A campaign will be created featuring the Adelaide Thunderbirds netball team, the Western Bulldogs AFL women’s team and the Sydney Sixers’ women’s big bash cricket team; for each of which Priceline Pharmacy is a major sponsor. It will be the first such campaign to showcase together these three major female sports.

David Ponce de Leon, executive creative director Ogilvy Melbourne, said: “Priceline Pharmacy is a company proven to be dedicated to help women look and feel great. ‘We’re 100 per cent Woman’ defines what Priceline Pharmacy stands for as a beauty and health destination for every Australian woman.

“Their in-depth knowledge and incredible array of assets, their strength in beauty and health; their strong online presence, unrivalled range in-store and the power of their Sister Club are all powerful demonstrations of Priceline Pharmacy’s commitment to women. This is a space that no other retailer in Australia has the credibility or the credentials to own. We are very excited for the opportunity to help Priceline write the next chapter in their growth story.”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]