Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
A Very Healthy Way To Shop
drugstore.com was battling world-class brands and VC-backed upstarts for leadership in the online drugstore category. Barely up and running, we held no real competitive advantages, were expected to be outspent by our top competitors, and had a consumer base that didn't understand what we did. But we realized that connecting with wired, "with it" women could be the key to our success. Our challenge was to dramatically increase brand awareness, position drugstore.com as a convenient place to buy drugstore stuff, and drive traffic to the site.
The "Horizons" spot for Ethan Allen successfully invigorated Ethan Allen's lower priced segment with advertising that signaled a dramatic departure from the country styling that had come before. "Horizons" quickly established Ethan Allen as a style leader.
Brand: Ethan Allen
Client: Ethan Allen, Inc.
Agency: Grey Worldwide