Chemist Warehouse focuses on experiences of customers in new brand campaign
Pharmacy chain Chemist Warehouse is focusing on the type of services it provides in a new brand campaign which features a reworked version of Madness song ‘Our House’.
Created by Melbourne based advertising agency Quattro Group, the ad tracks a variety of customers throughout the store from the flirty builder to dancing children, sick twins in co-ordinated beanies and scarves and a fist-bumping grandpa.
https://www.youtube.com/watch?v=QR3aCXwkOTM
Quattro Group CEO Peter Quattro said: “All too often brand ads focus on lofty ideals but lose sight of brand truths. Ultimately, our brief was to keep it real. Our team didn’t need to go far for inspiration.
“These ‘Day in the Life’ scenarios are played out day in day out in Chemist Warehouse stores across the country. Everybody knows Chemist Warehouse offers huge range of consumable brands at the lowest prices. And, whilst this is part of their DNA, the chain offers so much more, in particular as a Pharmacy.
“The concept is anchored by the song world-wide hit Our House which delivers the nostalgia and recognition, but more importantly captures the essence of Chemist Warehouse. We simply rewrote the lyrics and showcased the engaging everyday scenarios”.
Launched today, the 45-second execution is completed with two 30 second ads which are supported with radio and digital components.
The ads were directed by Piglet Productions’ Robby Douglas Turner.
https://www.youtube.com/watch?v=YqBHq40uHuc
https://www.youtube.com/watch?v=shryPOWHHGc
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Yeah, right, coz that’s what I see each time I visit my local CW…NOT!!!
Creepy winking dude and “straight from an Amercian sitcom” handshaking person…
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“All too often brand ads focus on lofty ideals but lose sight of brand truths. Ultimately, our brief was to keep it real. Our team didn’t need to go far for inspiration”
Where do these people come from that say stuff like this?? Have they ever been to one of the stores?? A cheesy jingle and smiling people is keeping it real!?
Seriously!?!?
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Embarrassing, cringe worthy, dated, sleazy.
I feel icky having watched…..I mean, endured these TVCs
Yuk yuk yuk
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CWH has an excellent and profitable business model. They are just lacking good creative. They should be positioning themselves as the Bunnings of health, with a personal pharmacist service
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Interesting that all the staff in the ad look like white anglo people, when I’ve only ever seen Asian or Middle Eastern pharmacists working there. Are they ashamed of this? Why doesn’t the ad actually reflect who works in their stores?
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I have never seen a CWH look that clean (or brightly lit).
This is marketing gurus at their best – cheers for the morning laughs!
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Used to work there once. Sweat shop conditions. Staff weren’t as good looking as that though. Might have stayed there a little longer if they were!!! Aren’t all the drugs they sell made in India. Not that there’s anything wrong with that?
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I’ve worked in CWH as a pharmacist as well as in a small-one-pharmacy-town store and can tell you MY service doesn’t change between stores. I am always looking to help my customers to the best of my ability and get thanked almost every day for my service, no matter if I am at CWH or at my small pharmacy. I think everyone is being quite unfair in targeting the employees of CWH and saying it is generically bad service across the board as this isn’t the case with myself and so many of the staff I know. And for those racist commentators above, I’m even 100% aussie anglo. Like that even matters?
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Like the comment right above mine, I am currently a pharmacist in a CWH store and used to work in two rural one-pharmacy towns, and yes, my service doesn’t change between the stores too. The level of service is more a reflection of who the staff is as a person than what the CWH brand portrays. And answering Terry’s statement about all meds being made in India, that’s not quite true. While I agree that most Sandoz generic meds are made there, I recall a few that were made in UK and Ireland.
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