With less than 20 per cent of pharmacies displaying the universal
’green cross’ sign outside their premises, the Sure Group claims to have
spotted an unexploited advertising opportunity.
In conjunction with the National Pharmaceutical Association, the group
plans to put green cross signs outside 8,000 pharmacies in the UK next
year. The cross will be displayed on illuminated outdoor wall-signs,
together with an ad for a pharmaceutical brand. This will enable the
brand to link itself with the Royal Pharmaceutical Society’s symbol.
The signs will only carry ads for products on sale at the pharmacy, and
there are restrictions on advertising ’sensitive brands’ such as
condoms. Contracts run for three months, fitting in with the seasonal
nature of many pharmaceutical products.
Sales will be headed by Sure Retail Media’s managing director Malcolm
Preston and director Julian Clogg. They will be supported by Carol Breen
who is in charge of client services.
Crookes Healthcare’s Nurofen brand is the first to sign up for the
Preston said: ’This medium allows brands to advertise at the point of
sale while demonstrating a commitment to both the consumer and the