About the Campaign

Duane Reade is a New York City institution catering to New Yorker needs for over 50 years. Historically a pharmacy, Duane Reade began expanding its retail business by developing a private label brand offering everything from health and beauty to packaged foods.


Targeting New Yorkers, we developed a fully integrated campaign that placed the new Duane Reade products as the solutions to controversial New York based current events.


The campaign was then expanded to social media through a caption contest that encouraged New Yorkers to add their own creative messages and vote for the best caption.

Responses to the contest was amazing. By the final week we had over 10,000 submissions with the winner featured in New York magazine.