"Our pricing had always been competitive, but we were not shouting about it in our advertising as much as we could have," said Central Watson managing director Alan S Nementzik.
Previously, advertising had been focused on newspapers and leaflet drops, he said.Watsons is raising its advertising profile at a time of rapid expansion - at least 10 stores will join its existing 72 this year, with further expansion planned upcountry next year.
The 15-second TV spot by Ogilvy & Mather shows Watsons' 'checking team' in action, and promises to at least match competitor prices. The checking team is a group who inspects rival shops daily to make sure Watsons prices are still the lowest.
"We will either match or lower our pricing where necessary," Nementzik said. "Where customers find items cheaper, we will double the difference to them." Some 1,300 items, primarily in the health and beauty divisions are covered by the 'lowest-price guarantee'. The TVC is backed by newspaper ads and below-the-line activities.
The campaign is targeted primarily at female "smart shoppers", Nementzik said.