Rite Aid Rewards Quitters

Rite Aid is kicking off the new year by highlighting the ongoing "Quit For You" smoking cessation program it runs in partnership with GlaxoSmithKline.The drugstore retailer is dangling savings of up to $50 and double wellness+ points with each purchase of OTC nicotine replacement therapy products. A dedicated tab within riteaid.com focuses on smoking cessation, with links to separate "quitting tools," "program overview," and "program rewards" pages. The "Quit For You" rewards page encourages consumers to pick up a brochure in stores to save $5 on their first nicotine replacement therapy purchase. The page also promises consumers who purchase GSK's Nicorette or NicoDerm CQ a coupon for $10 off their next box, and up to three additional $10 off coupons with each additional purchase of smoking cessation aids. Consumers who purchase six OTC nicotine replacement products achieve gold wellness+ rewards status, which grants them 20% off "almost everything in store for an entire year."The quitting tools page touts the benefits of quitting and provides helpful tips via carousel ads. Consumers can text a dedicated number to receive personalized, motivational text messages. They can also declare their goal on the page to share with their Facebook followers. The tools page additionally houses a Pfizer ad which allows visitors to plug in numbers to calculate how much money they would save if they quit, and hosts a campaign video sponsored by GSK. (See below.) A carousel ad on riteaid.com, and Twitter and Facebook updates support. January circular features also promoted the campaign. In stores, dedicated endcaps merchandise smoking cessation products including GSK's Nicorette and Nicoderm CQ, along with private-label items.Channel rival CVS/pharmacy is maintaining its focus on smoking cessation with a "Quitters Always Win" campaign this season.

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