Posted by Jennifer Wright on September 21, 2009 12:38 PM
New York's ubiquitous drug store chain, Duane Reade, has made it to the Williamsburg Waterfront luxury condo developments. Like any great chain, they marked their new outpost in the fast-gentrifying Brooklyn hipster neighborhood with a commemorative picture of the Brooklyn Bridge. Unlike most, the picture was printed on the bar code of the store brand toilet paper.
Admittedly, it might have been more effective had they been opening up shop in Flushing. Some shoppers did scoff that the packaging was appropriate, since Duane Reade’s arrival meant that the neighborhood was “going down the drain” anyway.
However, for the most part it seems incredibly effective – shoppers were passing up traditional brands in favor Duane Reade's Brooklyn Bridge Bar Code soft wipe. It may not be enough to lure Williamsburg hipsters away from King’s Pharmacy (conveniently located just down the street from the new DR) but it is the kind of kitschy gesture that neighborhood residents seem to appreciate.
Now they just need to start assembling their clove cigarette display in the shape of the Statue of Liberty, and they’ll be all set.