GoodRx Launches Bold Brand Campaign with the Savings Wrangler

GoodRx has launched a new brand campaign called "The Savings Wrangler" to tackle high prescription prices in the US. The campaign introduces a heroine who helps Americans save on medication costs with a down-to-earth approach and humor. The Savings Wrangler embodies GoodRx's mission to provide hassle-free savings on prescriptions. The campaign marks GoodRx's first brand campaign in three years and was created by its in-house marketing team and various production partners.

GoodRx (Nasdaq: GDRX), the leading platform for medication savings in the U.S., has unveiled a new brand campaign called "The Savings Wrangler" aimed at tackling high prescription prices. The campaign introduces a heroine who helps Americans save on medication costs with a down-to-earth approach and a touch of humor. The Savings Wrangler embodies GoodRx's mission to provide hassle-free savings on prescriptions.

The campaign, which marks GoodRx's first brand campaign in three years, was developed by the company's in-house marketing team in collaboration with various production partners. The Savings Wrangler is a lasso-wielding cowgirl who navigates the rugged terrain of the healthcare landscape to help people save on prescription costs. She is accompanied by a ballad-singing prairie dog sidekick named Dusty Pete.

The campaign kicked off with a tongue-in-cheek TV spot featuring the Savings Wrangler riding horseback into a pharmacy to ease customers' hassles. GoodRx plans to extend the campaign across multiple channels, including CRM, display advertising, in-app, organic and paid social media, programmatic advertising, radio, streaming video, and web.

The Savings Wrangler campaign is part of a larger initiative to reimagine how big, bold ideas can be built with nimble teams and fluid collaboration between in-house and external talent. The campaign's creative direction was inspired by earlier strategy work with 21st Century Brand, which allowed for a seamless transition of its values into the campaign narrative.

GoodRx's first brand campaign in three years, The Savings Wrangler, is a testament to the power of creative partnership and innovation. The company's in-house marketing team developed the campaign, pioneering a new process to create a culturally relevant, full-funnel campaign that flips the script on traditional healthcare advertising.

The campaign will also include a full subway station takeover in Times Square on September 22, transforming one of the country's busiest transit hubs into a bold visual statement on prescription affordability. With striking digital and static placements, the activation puts GoodRx's brand values front and center, bringing its mission to tame prescription costs to millions of people in transit.

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[1] https://www.stocktitan.net/news/GDRX/good-rx-saddles-up-with-the-savings-wrangler-a-bold-new-brand-pwwcehqn1d99.html