Priceline Pharmacy has quietly dropped its ambassador program, ending lucrative contracts with celebrities and influencers. The change is part of a rebranding effort by the retailer, which underwent a 'refresh and rejuvenation' last year. The pharmacy business has also undergone a change of strategy under new owners Wesfarmers, discontinuing the ambassador program. Celebrities and influencers will miss the steady income and brand exposure that came with the ambassadorships. Despite the change, Wesfarmers plans to double the size of the Priceline business in the next five years.