Motive Communications is helping Lloyds Pharmacy take on Boots with
a high-profile multimedia planning/buying push.
The media agency is teaming up with creative agency Mustoe Merriman
Herring Levy to execute the campaign, which aims to turn the recently
rebranded 1,300-strong retail pharmacy chain into a household name.
Lloyds Pharmacy is the new branding for a host of outlets previously
known as Lloyds Chemists, Cookes, Hills and Savoury & Moore.
The company has set aside pounds 500,000 for a pre-Christmas press
However, adspend could increase to an estimated pounds 5 million in 2000
when Lloyds moves into TV and poster advertising. It will be the first
time Lloyds has used TV.
Motive group director Pete Edwards, who is heading the account, promised
Motive and Mustoe Merriman would take a different tack to the ’standard
retail approach’. He added: ’This is an exciting opportunity to create a
high media impact for a sizeable brand which has a relatively low market
Lloyds Pharmacy’s marketing director, Nick Stokes, who saw pitches from
six agencies including Carat and New PHD, commented: ’We have been one
of the best kept marketing secrets for too long. Our national spread of
1,500 outlets is now almost identical to that of Boots.
’Following the rebranding exercise, we are now ready to go public with
the advertising. The only difference between us and Boots is that its
advertising spend will be considerably larger than ours,’ he added.
Lloyds Pharmacy is in the process of modernising its stores and is
planning to launch more own-label products to further enable it to
compete with Boots.