Ogilvy Melbourne has given Priceline a healthy shot of cool with its new brand campaign, that also gives it a unique position against both its discount and family pharmacy competitors.

The first of a series of ads to run on TV, online and in print across Australia is called 100% Woman. It’s built on a bunch of interesting statistics about Australian women, that are presented in fun snippets that in the TVC are cut to the upbeat tune, Girls, Girls, Girls.

The ad also features Priceline Sisters, Ita Buttrose and Sam Harris. Several versions of the ad have been created to focus on health, sport and the men in women’s lives.

“We chose 100% Woman to be the debut version of the ad because 97% of our customers are women and this campaign is just calling out that we are here to support them. We’ve had a really positive response from our customers and some loved it so much they have contacted us to try to buy the song,” explained Mark O’Keefe, general manager marketing Priceline Pharmacy.

The ad stands on the fact that 50.6% of Australia’s population is women and although every one of them is different, the one thing they all have in common is that they want to feel 100%.

“Our strength in beauty and health, in-depth knowledge of our customers, incredible array of assets, strong online presence, female ambassadors, unrivalled range in-store and 6.4 million Sister Club members are all powerful demonstrations of our commitment to women. No other retailer in the country knows women like we do,” O’Keefe added.

“We have chosen to create various versions of the ad to showcase our multi-dimensional offering which will also include our range of men’s products, which we know women purchase for the men in their life be that fathers, brothers, sons or partners. We will also hero our health stations which are used equally by our male and female customers and which, in the pharmacy space, are exclusive to Priceline.”

Priceline Pharmacy will also be highlighting its support of women in sport. A campaign will be created featuring the Adelaide Thunderbirds netball team, the Western Bulldogs AFL women’s team and the Sydney Sixers’ women’s big bash cricket team. Priceline is a major sponsor of each.