Walgreens Trusts in New(ish) Tagline

Tim Binder
Executive Editor
Tim Binder profile picture

Walgreens unveiled a new tagline in December — "Trusted Since 1901" — a phrase that it's been considering for at least six years.

The drugstore chain issued a Dec. 4 media release introducing "Walgreens. Trusted Since 1901" as its tagline, indicating that the phrase is the foundation of a new brand positioning that launched on Dec. 3.

The new phrase replaces "At the Corner of Happy and Healthy," which Walgreens had used since August 2012.

"We went deep into Walgreens history to rediscover what makes Walgreens great," Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance and president of Walgreens, said in the release. "It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility. We've always cared for our customers' health and well-being, but how we've cared has evolved over time. As consumer behavior continues to change, we will focus on these core attributes to help define the work we do."

The roots of the "Trusted" tagline can be traced back to December 2011, when Walgreens filed a trademark for "Well Trusted Since 1901." The phrase was officially registered in June 2012, and the retailer used it next to its logo on the cover of its weekly circular in March of that year. It has also been used on in-store signage.

But in August 2012, Walgreens repositioned its stores as operating "At the Corner of Happy and Healthy" with a new TV spot that was the first work of Austin, TX-based GSD&M, which became Walgreens' agency of record in June 2012. 

Having removed "Well" from the original phrase, Walgreens in October 2017 filed a trademark for "Trusted Since 1901."

"'Trusted Since 1901' reinforces the fundamental truth of the work we do: that behind every prescription and purchase is a person, and behind every person is a unique story," Adam Holyk, Walgreens senior vice president and chief marketing officer, said in the release. Holyk is a scheduled keynote presenter for the upcoming Path to Purchase Summit, March 12-14 in Schaumburg (Chicago), IL.

"Since the beginning of our company, we have dedicated ourselves to serving the people of our communities, supporting them through their ups and downs, whenever they need us," Holyk said. "Straightforward, authentic, warm and reliable, we're here to help everyone — every day. Beyond a new tagline, we hope to reflect where our brand is headed in the future with new initiatives and services that align to our brand promise: to always to be here to help you feel good."

Media reports said the new tagline debuted in a 30-second TV spot (see below) that aired during national networks' morning shows on Dec. 3. Going forward, it will be employed in the chain's TV, online and in-store advertising. Already it's part of the retailer's automated phone system when refilling a prescription, and online ads contain the tagline.

Additionally, in support of the repositioning, Walgreens released a series of digital vignettes on YouTube called "Care Stories," which star real employees and Walgreens customers. Social media activity supports.

Capture site: