New York's Duane Reade had become the place that you had to go to for an aspirin, not the place you wanted to go to for, well, anything else.

"New York Living Made Easy" became the mantra that we brought to life through multiple private label brands, unique marketing collateral, a reinvention of their loyalty brand and a total store experience redesign. These new experiences, offerings, and brands are changing the dynamic within the drug channel. C'mon – name one other "drugstore" that offers unexpected departments like a frozen yogurt bar, a sushi bar, and a growler bar.