Duane Reade unveils new print ads

NEW YORK Duane Reade unveiled this week its second wave of print ads throughout New York as part of its business transformation that has been under way since late 2008.

The ads can be seen on buses, subways, phone kiosks, billboards and other outdoor space throughout the city. The campaign tagline is "Your City. Your drugstore. Duane Reade." The Gotham-inspired black and white ads reflect that New York's drug store understands the nature of life in this city and what it takes to survive day in and day out.

"The campaign is a highly visible part of the many positive changes underway at Duane Reade," stated Joe Jackman, acting chief marketing officer. "With this latest wave of creative, we're continuing to communicate directly with New Yorkers to establish a unique voice for our brand. As Duane Reade is part of the fabric of life in the city, we think it?s important that this dialogue take place on the streets, on city subways and buses and in our stores. Moreover, we are delighted that our customers are telling us that the ads really resonate and feel right."

One ad, for example, reads: "For the city that never sleeps, we have something for that too." Another reads: "Where the toughest people get the softest toilet paper." Another ad reminds people that Duane Reade is the largest drug store chain in New York City and reads: "Germs are everywhere. And so are we."

The campaign, created by advertising agency DeVito/Verdi, was originally launched in July 2009 with print ads blanketing Manhattan and the outer boroughs. The initial ads that kicked off the campaign encouraged New Yorkers to think of Duane Reade as their hometown drug store, with ads that carried such lines as "The one place even tourists can find," and "Prescriptions. Easier to get than taxicabs."