Drugstore.com Kicks Off National “Life in a Tub” Campaign

First MSN showed people trapped in a house and living solely through its Web site, and now drugstore.com is launching a $30 million national campaign that shows a woman who never has to leave her bathtub.

The new campaign, created by Fallon McElligott Minneapolis, is aimed at reaching women 25 to 54, drugstore.com’s (DSCM) core audience.

“We are using the idea of ‘life-in-the-tub’ as a metaphor to demonstrate how using the Internet can free-up time for the important things in life,” said Erik Moris, senior director communications for drugstore.com.

“At its heart, this campaign is a fresh and memorable way to show our customer that she can have it all — a busy work and family life and time for herself.”

One spot will show a woman running a six-person business meeting from her home tub, where the buys an item for one of her employees from drugstore.com. In the second spot, the woman counsels her 12-year-old daughter from the tub, and buys her products from drugstore.com.

The media buy will include spot television, cable, and radio in certain top markets. The TV spots will debut on Oscar night, and will also appear on programs like Law and order, ER, Once and Again, and Ally McBeal.

Drugstore.com’s alliance with Discovery Health will give it spot placement on all of the Discovery networks including the Learning Channel, History Channel, Animal Planet, and the Travel Channel.

Radio spots will air on News/Talk, Adult Contemporary, Hot Adult Contemporary, Oldies, Classic Hits, Jazz, and Classic Country formats.

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