Walgreens Launches Big 'Red Nose' Campaign

Walgreens launched its biggest promotional campaign of the year in late March, a cause marketing effort activating its status as exclusive retail partner of Red Nose Day.A fundraising campaign run by U.S. nonprofit organization Comic Relief, Red Nose Day distributes money via the Red Nose Day Fund to a variety of organizations that address the needs of children and young people living in poverty. Among them is the Boys & Girls Clubs of America.Walgreens on March 28 launched a nine-week campaign that will culminate with NBC's primetime airing of "The Red Nose Day Special" on May 26, dubbed Red Nose Day in the U.S. this year. The centerpiece of the effort is an emblematic red nose, which Walgreens sells for $1 at its 8,000-plus Walgreens and Duane Reade stores. The retailer sold 5 million red noses in 2015 leading up to the inaugural Red Nose Day but ran out of stock in most stores well before the designated day."Topping last year's success is a challenge we're ready for," Walgreens president Alex Gourlay said in a media release. "We have more red noses, new 'red flair' and several other fun ways for everyone in the Walgreens family — from our valued customers and vendor partners to our passionate team members — to get involved in this powerful campaign."The "red flair" items comprise beads, bow ties, headbands, sunglasses, pen, mugs, cups and hats priced from $1 to $5.99.Walgreens has pledged 50 cents to the Red Nose Day Fund for each red nose sold in stores from April 3 through June 4, as well as 10% of the purchase price for each "red flair" item sold. Walgreens is also accepting monetary donations to the fund via its website and mobile application and in stores at checkout.The retailer secured support from a long list of manufacturers and brands, all of which either pledged a flat donation or a set amount per unit sold during that same promotional period. Coca-Cola Co.'s flagship brand; M&M's, Starburst and Orbit from Mars Inc./Wrigley; and PepsiCo's Starbucks bottled drinks receive top billing as sponsors.The promotional efforts, which encourage consumers to "Get Seriously Silly," began on March 23 as Walgreens sent emails to registered consumers and made posts to Facebook and Twitter announcing that Red Nose Day was "coming soon."On March 28, Walgreens commenced a massive social media effort via Facebook, Twitter, Instagram and YouTube while also issuing a news release detailing its Red Nose Day efforts.Walgreens is using multiple in-store tactics to reach shoppers, including a variety of signage (A-boards, posters, rack signs, violators, counter clings), endcaps stocking product from its vendor partners, dedicated shelf trays from the manufacturers, and a designated upfront area stocking the red noses and "red flair" products.A feature on the walgreens.com home page links to a Red Nose Day microsite that's a hub for related activity, including videos that will be shot in all 50 U.S. states during the campaign. The page also links to an e-commerce page for the "red flair" items and details the charities that Red Nose Day benefits and the sponsors.Walgreens is also promoting the effort via its mobile application, April coupon book and weekly circular.Among the plethora of social media activity, Walgreens is posting humorous videos featuring actor and comedian Ravi Patel, challenging consumers to participate in weekly challenges such as posting selfies using a #RedNose hashtag.On March 30, Walgreens used a video (see below) to challenge Coca-Cola and Mars/Wrigley to "get silly," and both manufacturers complied by posting their own videos on April 6 and challenging other manufacturers.

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