CANNES — A few years ago, the WPP Walgreens team touted Doritos and last-minute Halloween candy as a way to get people to the pharmacy chain. Then the pandemic hit, and everything changed.
More than 30 million Americans have chosen a local Walgreens to get their Covid-19 shots. As a result, the company is taking a new creative tone — and dipping its toes into clinical trial services.
“This isn’t about getting Halloween candy,” Mel Routhier, chief creative officer of the WPP Walgreens team, said in a panel at this year’s Cannes Lions advertising creativity festival. “That tone is gone.”
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