You got Rite Aid. But, then there’s CVS. Walgreens. The drug chain list goes on and on. And let’s not forget the mom-and-pop drugstores. All of them, competing against each other in the urban landscape. And with the coveted Millennial target looking to shop online the competition is even stiffer. That’s why we proposed to Rite Aid to work with brands to create a unique quirky voice (outside of their brand constraints) as well as pool their financial resources to better target this group where they spend the most time other than their apartments—dealing with mass transit.