Rite Aid’s new advertising campaign

Psychological clues in Rite Aid marketing in Hoboken, NJ?

As some of you might already know – the two Rite Aid locations in Hoboken have recently gone through some minor upgrades. The one on Hudson Street even had a little grand re-opening to celebrate the new aisles of carbohydrates you can stuff down your throat. No improvement to the checkout lines though, which are still painfully long for no logical reason.

However, how many of you have noticed the new Rite Aid “Wellness” marketing campaign they unveiled? All sorts of photos of what the average person would think are just nice pictures of regular people… yeah.

I noticed photo #1 in the gallery below first. I swear, it looks like he’s making that “pinching” expression that you’d get shortly after you drink your first cup of morning coffee (you get my point).

So I truly believe the marketing group behind this new line of advertising images on their store had a definite HIDDEN MESSAGE in each photo. Like squinting guy was to get people to think of toilet paper for sure. I can’t think of any other reason for that image. Can you?

Take a look at the other images they have as well – and guess what you think the disguised mental trickery really is. I’ll give you my choices below.

What is Rite Aid trying to embed in YOUR mind?

OK – here are my five suggestions for the photos above:

  1. “Squinting Man”: To sell toilet tissue and other digestive aids
  2. “Phallic Female”: Sexual products (condoms, lubricant)
  3. “Fruit Rack”: see above
  4. “Forbidden Dreams”: see above
  5. “Hope & Change”: To get Obama supporters to shop there?

Do you agree or disagree with my theories?

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Thursday, June 21, 2012 11:46 pm

Too funny. Yeah the guy is going to go pick up Zantac. Most of the “calm” folks I have worked with take that. All that keeping it in eats them up inside. I think the number of blacks is because they are trying hard not to lose market share to Walgreens.

Thursday, June 21, 2012 9:13 pm

For a hilariously unsubtle ad, be sure to check out the Borgata billboard by the Helix in Weehawken,

Thursday, June 21, 2012 8:35 pm

The large number of pictures of women may not represent the population, but it might be who’s mainly shopping there – I mostly see women there (guys sometimes, but mostly women). I suspect the large number of black photos represents the fact that years ago Rite Aid was criticized for not marketing to minorities, even though in some poor areas they’re the only show in town. I think their ad campaign is trying to say they’re the store for healthy lifestyle people. They are doing a horrible job of it – definitely not on target.

If they’re the “wellness” store, why the heck do they sell cigarettes? Or like 411 pointed out – all the junk food and snacks? And personally I thought the guy was advertising personal lubricants.

Thursday, June 21, 2012 6:56 pm

Squinting man= Prostate exams.

Thursday, June 21, 2012 6:01 pm


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