"BRANDS STAGE AN ENTRANCE AT DRUGSTORES"

Brands Stage an Entrance at Drugstores

By Jamie Madison

Coca-Cola Co.'s Nestea, Johnson & Johnson's Aveeno and Cadbury Adams' Dentyne are among the brands conducting ad campaigns this month on security pedestals at leading drugstore chains.

The campaign from Dentyne is running in CVS/pharmacy stores in 20 markets, while Aveeno's effort is taking place at CVS locations in 11 markets. Nestea is staging its program in 239 Duane Reade locations in New York. In total, the four-week campaigns are running in about 4,500 stores, according to a representative from media operator StoreBoard Media, New York.

The Nestea effort marks the first time that Coke has utilized the StoreBoard network, which places custom-fitted wraps around the security pedestals at store entrances. Dentyne is conducting its first campaign, although Cadbury sister brand Halls has staged multiple efforts, according to the StoreBoard rep. J&J's Aveeno is making a return appearance.

StoreBoard has exclusive contracts with CVS, Duane Reade, Supervalu's Jewel-Osco, USA Drug and Kerr Drug. Its network coverage currently encompasses 13,276 drugstores in 43 states.

Aveeno Security Pedestal Ad

Dentyne Security Pedestal Ad

Nestea Red Tea Security Pedestal Ad

Published: May 2009