A Prescription For Success


McKesson has been instrumental in improving the quality and safety of patient care in Canada for over 100 years. With the acquisition of the Drug Trading Company (I.D.A.™ and Guardian®) from the Katz Group and Medicine Shoppe Canada Inc., the healthcare logistics and distribution leader acquired a portfolio of retail banners. This acquisition presented a platform for McKesson to expand their mandate – to empower healthcare. And for the first time in its history, it sought to engage the consumer directly by establishing a retail presence.



As their strategic creative partner, Perennial prescribed a cohesive brand and packaging strategy. Given the scale of the project, we conducted a detailed study to understand the Canadian health and wellness market and its various consumer segments. This helped us to come up with an effective treatment plan for McKesson’s retail debut – the introduction of atoma and diem™– a private label and private brand to be sold across all of their retail footprints.

While atoma offers a price competitive alternative to national brands, our brand strategy also addressed the growing desire of consumers to manage their health proactively. The result was diem™. As a private brand, diem™ focuses on products that complement prescriptions, granting the pharmacist an opportunity to provide holistic wellness solutions to empower their clients.

From generating brand names that satisfied the bilingual requirements of the Canadian marketplace, to developing distinct and ownable visual identities that stand out on the shelf, to executing over 700 SKUs in six months across a wide range of packaging formats, our retail prescription is earning McKesson a permanent place in medicine cabinets across the country. - free Joomla templates