Priceline Pharmacy is building on the success of its 100% Women campaign with a new execution, 'Women in Sport'.
The television commercials feature high profile female athletes from the worlds of AFL, cricket and netball, and have a clear message – that women share the same passion and determination as men when it comes to their chosen field.
Priceline general manager of marketing Mark O’Keefe told Mumbrella that he was pleased equality, particularly related to sport, was increasingly on the national agenda. He also said that the campaign was the strongest the brand had released in more than 20 years but that they had experienced a little push back from men on social media. The good news is the brand will be extending the campaign to include men in the future.
O’Keefe also revealed to Mumbrella that the ad campaign had generated significant support from media partners who are keen to help advance the brand’s association with women’s sport. He said the brand would be doing some exclusives with News Corp and would continue to support print publications, saying: “We’re big supporters of the magazine industry, Bauer and Pac Mags – a lot of people are not.
“There’s a good will there that we’re going to be able to amplify our campaign with.”
