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Capsule Pharmacy ridiculed for marketing campaign telling New Yorkers ‘I love you’ on the subway

The subway ad

Capsule Pharmacy, a New York City based medicine delivery service, has had a tough time on Twitter in response to the love-heavy tone of its ad placements on the subway.

The pharmacy that has aligned itself as a ‘A better, smarter, kinder pharmacy’, looked to promote this warmth it is using to differentiate from rivals but many viewers have been taken aback by how forward the proposition is.

Twitter user @BrandyLJensen asked the question, ‘who wants this?’ wondering whether warmth should ever be prioritized over efficient service.

To date, the tweet has received almost 500 retweets, with a substantial response, largely mocking in tone.

The campaign ties in with the brands core message, of adding a dash of love, as seen on its website.

The brand's website explains: "We are a new kind of pharmacy, or maybe a new kind of pharmacy mixed with an old type of pharmacy. Anything but a chain type of pharmacy, where you wait in line to talk to people who would rather be anywhere else.

"We are the type of pharmacy made up of friendly, caring pharmacists who carry prescriptions straight to your door, at the tap of your phone. We are also people who take pleasure in looking after people and hope to take care of you for years to come."

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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