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Familiprix, Quebec's fourth largest pharmacy chain with 247 outlets, is well-established in Quebec City and some of the
province's regions. But when it came to the Montreal area, it was another story. Although the chain wants to expand in the city, it currently has few outlets and name recognition was nonexistent-at least until October, when a phenomenon rolled through the province in the form of a simple "Aha!" In its wake, the TV ad campaign by Montreal's Bos has made the Familiprix name a household word.
The 15-second ads are simple: A serious-looking, white lab coat-- garbed pharmacist stands next to a home handyman hammering a nail, or a couple in bed, or a sickly looking fellow sitting on the toilet. When the inevitable happens-the handyman hammers his thumb, the wife says "Not tonight, I've got a headache," the sickly man's wife wonders why he's taking so long-the pharmacist springs into action, often waving his arms and saying, "Aha! Familiprix!" It's all set...