Walgreens Spotlights Role in 'Freakier Friday'
What’s new: Walgreens, which made an appearance in Walt Disney Pictures' body swap comedy "Freakier Friday," used in-store signage to promote the film’s Aug. 8 theatrical release and position itself as a place serving women of all ages.
What we saw: In-store standees depicting the movie's stars, Lindsay Lohan and Jamie Lee Curtis, encourage shoppers to see the film in theaters and promise “From familiar days to the freakier ones, we’re here for women. It’s not a movie. It’s life and Walgreens is here to help you through it.”
The sign incorporates the “We’re for women” tagline Walgreens uses to spotlight products for different life stages from free delivery of breast pumps and balms to new moms, to sleep support for women undergoing menopause, to acne solutions for young adults.
Additional support: Disney shared a clip from the movie on TikTok. It shows Jamie Lee Curtis playing a teenager who has found herself in the body of a senior citizen. Encouraged to pick up essentials on a trip to Walgreens, she’s baffled and grabs everything from adult diapers to Fixodent to a portable urinal.
“We want to make sure that women who are at different life stages, going through any type of life transition, know that Walgreens can play a supportive role,” Stephanie Hall,Walgreens director of enterprise content, said in a statement. “These scenes help you rethink those stereotypes in a really entertaining way.”
The partners also promoted the collaboration by doling out Walgreens gift cards to allow friends to shop for each other and rate how well they did, sharing the results on TikTok and Instagram.
More context: The "Freakier Friday" collaboration is a continuation of a marketing partnership with Disney that, in 2022, saw the villainous Sanderson Sisters make a trip to a Walgreens in "Hocus Pocus 2." Brand integration has become increasingly popular in film and television as a way to offset production costs while allowing companies to reach audiences who aren’t watching traditional ads.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
