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.
who wants this pic.twitter.com/htptZOZpOY
— Brandy Jensen (@BrandyLJensen) February 16, 2017
To date, the tweet has received almost 500 retweets, with a substantial response, largely mocking in tone.
@BrandyLJensen "So, are there any side effects with this?"
"I want you to come meet my parents this weekend."
— McGone (@the_mcgone) February 16, 2017
@BrandyLJensen "I love you too, so anyway, this anal wart cream. Does it come with an applicator?"
— Gladstone (@WGladstone) February 16, 2017
@BrandyLJensen this is the only way I feel human warmth please don't take this from me
— Royal (@royaltheartist) February 16, 2017
@BrandyLJensen "Generally wary upon hearing that when handed a bunch of pills."
— Deprived ∀ Knowledge (@jerrykuch) February 17, 2017
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."