Priceline Pharmacy has launched its ‘Women in Sport’ execution as part of its ‘100% Woman’ branding which will capitalise on the growing momentum behind women’s professional sport.
‘Women in Sport’, created by Ogilvy Melbourne, launched this week during the WBBL and Priceline Pharmacy Kooyong Classic tennis coverage and features high-profile athletes from the AFL, cricket and netball.
The campaign includes both a 60-second and a 30-second television commercial.
Mark O’Keefe, Priceline Pharmacy’s general manager of marketing told Mumbrella the wider campaign and this execution represented a sharpening of the brand’s communications.
He also noted while he was pleased equality – particularly as it relates to sport – was increasingly on the national agenda, the brand is not simply hitching a ride on a convenient bandwagon.
“To be honest, we’ve been in the game for 30-something years and right from the beginning we have only focussed on female shoppers. It’s our whole business. So I’m not sure about people who might say we’re jumping on a diversity bandwagon. We’re a store that’s entirely designed for women – 97% of our customers are women,” O’Keefe said.
“So when we were working with Ogilvy for the next stage of our communication campaign, we loved the 100% Woman idea because it was saying very explicitly exactly what we were.”
The campaign, he said, was the strongest the brand had released in 20-plus years, and should not be seen as divisive or exclusive.
“This communication campaign is really just a refreshment of [what we’ve been doing for some time], but calling it out as clearly as we can,” he said.
He did concede the brand had experienced some minor pushback from their male customers and on social media – with men asking “What about me?” – but noted the campaign will soon extend to include men.
“It is quite exciting that as a female brand, we will have our first ad for men in about two weeks’ time and it’s part of this 100% campaign. We will be talking, again to the female shopper, because she is the one who is buying the product – but we will be talking to her about the men in her life, their children or partners or grandparents.
“But for the first time we will be communicating to men and if men see the ad, they will have a better impression of us because we’re talking to the as much as we’re talking to women.”
David Ponce de Leon, executive creative director of Ogilvy Melbourne said the sports-based campaign helped further the idea that women are not one dimensional, and positions Priceline as the pharmacy of choice for all women.
“When Priceline Pharmacy says they’re 100% Woman, that means they are for all women – mothers, grandmothers and teenagers. Career women and students. Women that embrace the latest beauty trends and competitive, strong women that like to sweat and play sport.”
O’Keefe said the campaign had generated significant support from media partners who are keen to help advance the brand’s association with women’s sport.
He revealed to Mumbrella the brand would be doing some exclusives with News Corp and would continue to support the print magazine industry: “We’re big supporters of the magazine industry, Bauer and Pac Mags – a lot of people are not”.
“There’s a good will there that we’re going to be able to amplify our campaign with.”