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The fully integrated campaign features a unique focal point in the form of the humble pharmacy bag.

While chemists large and small sell similar products, the campaign seeks to strengthen Blooms The Chemist’s position as the consistent provider of both expert care and always low prices.

Cutting through the noise of the crowded marketplace, the campaign is centred by a simple promise: “This bag holds a lot more than you’d think.”

The campaign emphasises the knowledge and confidence that only the great customer-relationship experience of Blooms The Chemist can bring. Through a series of scenarios that range across kids with sniffles, managing mental health challenges, and caring for elderly loved ones, the campaign explores and celebrates all the unseen, intangible benefits of shopping with the brand beyond just stocking up the medicine cabinets. 

Yvette Costi, chief marketing officer at Blooms The Chemist, said, “At Blooms The Chemist, we pride ourselves on going above and beyond simple transactional relationships with our customers. This campaign showcases our expertise in care, and the seemingly small yet meaningful impact we make in their lives.”  

Jonathan Heath, creative director at Hardhat, said, “This was a great exercise in reduction for us. Getting down to a singular representation of what the brand stands for, and remaining true to the experience that everyone has when they go to Blooms The Chemist.

But from one simple asset, we’re able to go in so many directions. As a mixture of the literal and the evocative, we’re really excited to see how much more we can pull out of this bag. Plus, you should see one floating in the wind – it’s the most beautiful thing I’ve ever seen.”

Hardhat was founded in 2005. The agency creates behaviour change for challenger brands through a combination of creativity and behavioural insights.