LloydsPharmacy is Ireland’s biggest pharmacy chain with 92 stores throughout the country. They pride themselves on the fact that their staff are trained to a very high level and are known for their expert advice and friendliness.
“Last year we launched our new brand position ‘Say hello to the people that know’ which we feel reflected the core truths of the brand” says Dervila McGarry Head of Marketing at Lloyds Pharmacy. “It was initially brought to life on OOH and radio and then instore. This year we have brought it to life on TV as part of a multi-media marketing campaign ”
The brand position and campaign were created and developed by Bloom Advertising. “We are a challenger brand agency” said Sinead Boyle, Head of Client Services at Bloom “while LloydsPharmacy were the number one brand in terms of market share, they were the competitor in terms of share of mind to a well-known British chain of pharmacies. Lloyds position was really clear so we created a campaign that was friendly in tone”
The new TV commercial takes the pharmacists view from the behind the counter and shows a number of customers of all shapes and ages try to describe their ailments. It was produced by Digital Post and directed by Oscar nominated Michael Creagh.
“We think it really brings our new brand position to life” comments Aislinn Charmant, Brand Manager at LloydsPharmacy “And captures an average day in one of our pharmacies”
Credits:
CLIENT
Head of Marketing: Dervila McGarry
Brand Manager: Aislinn Charmant
AGENCY
Agency: Bloom
Account Director: Sinead Boyle
Creative Director: Michael Walsh
Copywriter: Gerry Kennedy
Managing Partner: David Quinn
PRODUCTION
Company: Digital Post
Producers: Jim Colgan/Clare Halpenny
Director: Michael Creagh
Editor: Jeff Quinlan
