Red Noses Back at Walgreens After COVID-19 Disruptions

Wearable red noses returned to Walgreens stores in April as the centerpiece of the retailer’s eighth annual Red Nose Day campaign following a two-year absence due to the COVID-19 pandemic. Walgreens is the official retailer of the campaign from Comic Relief US, which raises funds to end child poverty through grants to nonprofits including the Children’s Health Fund, Covenant House and Feeding America. Shoppers could support the cause from April through May 31 by buying a $1 red nose at checkout or making a donation at Walgreens.com/RedNoseDay, which gave them a digital red nose filter. Only the filter was available in 2020 and 2021. “Children in underserved communities continue to be disproportionately impacted by the ripple effects of the pandemic, making Red Nose Day-funded programs more critical than ever,” Alison Moore, chief executive officer, Comic Relief US, said in a media release. “With red noses back in Walgreens for the first time in two years, we’re looking forward to raising more funds to ensure all children are safe, healthy, educated and empowered.” Stores heavily supported the campaign, with displays and signs spotlighting the campaign’s CPG brand partners: Endcaps promised myWalgeens loyalty members $5 off a future purchase when they spent $10 on Procter & Gamble’s Crest or Oral-B from May 1-28. A digital ad on a cooler door (from Chicago-based Cooler Screens) encouraged shoppers to make a donation at checkout and dangled a buy-two-get-one-free myWalgreens offer on six-packs of Coca-Cola mini cans. SKUs from SC Johnson brands, including Pledge and Mrs. Meyer’s, were grouped together on a Red Nose Day endcap offering “great deals.” A shelf tray, endcap and countertop display (created by The Mars Agency) offered a buy-one-get-one-50%-off deal on Mars Inc.’s M&M’s, with the latter also stocking red noses. A countertop display from Energizer Holdings dangled 25% off of the company’s flagship batteries. Wobblers positioned brands including private label Nice!, Nestle’s Starbucks, Keurig Dr Pepper’s Green Mountain Coffee, Kraft Heinz’s Heinz, Monster Beverage’s Monster Energy and Barcel USA’s Takis as proud supporters of the campaign. A-boards, framed window posters, and Facebook and Twitter updates supported. “Year after year, our dedicated Walgreens team members rally across the country to raise funds, bring awareness and make a positive impact in the communities we serve through Red Nose Day donations,” said Tracey Brown, Walgreens president of retail products and chief customer officer, in the release. “The health and wellbeing of the communities we serve nationwide is a priority for us at Walgreens and we are excited to continue supporting children in need as we emerge into our new normal.”

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