Priceline launches Girls, Girls, Girls campaign based on female-focused stats
Priceline Pharmacy has put the 1970s song Girls, Girls, Girls at the heart of its new campaign highlighting statistics about Australian women.
Created by ad agency Ogilvy Melbourne, the “100% Woman” campaign features TV presenter and former magazine editor Ita Buttrose, who has been a face of the brand for the last four years, and model Samantha Harris.
Priceline describes the ad as “the opening statement” of a wider campaign.
Further versions of the ad will roll out with an emphasis on health, sport and the men involved in women’s lives.
Women in sport will also be a focus for this campaign with advertisements including sporting clubs Priceline sponsors such as: the Adelaide Thunderbirds netball team, the Western Bulldogs AFL women’s team and the Sydney Sixers’ women’s big bash cricket team.
Mark O’Keefe, GM of marketing for Priceline Pharmacy, said 97% of its customers are female. “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.”
David Ponce de Leon, ECD at Ogilvy Melbourne, said: “‘We’re 100% Woman’ defines what Priceline Pharmacy stands for as a beauty and health destination for every Australian woman.”
“This is a space that no other retailer in Australia has the credibility or the credentials to own.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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