At The Corner of Healthy and Happy.
Not the greatest tagline in the world, but at least it was about the brand’s differessence. This tagline didn’t just promise healthy and happy, it also alluded to what might be its biggest benefit—it seems like they have stores on every corner.
Alas, Walgreens, feeling the competitive heat from not just CVS and WalMart, etc., but from Amazon’s encroachment into the pharmacy sector, has dumped their friendly tagline for a defensive and incredibly ill-conceived one:
Trusted since 1901.
With this new tagline, they’ve managed to commit two cardinal tagline sins in three words. That is some efficient bungling.
First of all, there’s the problem with telling the world you’re trusted. Trust is something that can only be earned. It can’t be engendered by taking the word of the person saying, “Trust me.” In fact, if Walgreens feels like they have to invoke the word, “Trusted”, it smacks of protesting too much, raising the question of trust rather than providing a reassurance.