Count on More Red Noses at Walgreens This Year

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Count on More Red Noses at Walgreens This Year

By Tim Binder - 01/05/2018

Walgreens has signed on as the official retail partner of Comic Relief's Red Nose Day in the U.S. for the fourth straight year. With a mission of ending child poverty, Red Nose Day is a national fundraising campaign that culminates this year on May 24 with a primetime TV program.

Walgreens exclusively sells the campaign’s iconic red noses at all of its stores nationwide leading up to the broadcast and executes its most extensive marketing effort of the year to support the cause. “It is truly rewarding to see the meaningful impact made by the support of our customers and our Walgreens team members to help end child poverty as part of Red Nose Day,” Alex Gourlay, Walgreens Boots Alliance co-chief operating officer and president of Walgreens, said in a December media release. “We’re proud to return as a campaign partner. … Each year this company-wide effort brings people together from thousands of communities around the country for a meaningful cause.”

In addition to Walgreens, all of Red Nose Day’s major partners from 2017 renewed their commitments in 2018, including NBC, Mars Inc.’s M&M’s and the Bill & Melinda Gates Foundation.

“We’re excited to continue our work with Red Nose Day and further support this important cause,” Lee Andrews, Mars Wrigley Confectionery vice president, corporate affairs, said in the release. “This partnership has not only given us the opportunity to positively impact communities everywhere through leveraging our M&M’s brand, but it has created an incredible way for associates to come together to make a real difference — and have fun doing it.”

Walgreens enlists the support of a plethora of CPG manufacturers for its campaign. In 2016, Walgreens and Coca-Cola executives detailed their collective 2016 efforts during a Path to Purchase Expo keynote presentation.

According to the release, Red Nose Day in the U.S. raised more than $40 million in 2017 and more than $100 million since its launch in 2015. Walgreens has sold approximately 30 million red noses.

Expect Walgreens’ 2018 efforts to commence in March and gain full speed in April. More information on the overall effort is available at RedNoseDay.org.

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