CVS Rebrands in First Ads From BBDO

Campaign breaks as chain stops selling cigarettes

CVS Caremark Corp. has rebranded itself itself to CVS Health. And to tout the change, the company has unveiled a new logo and tagline, “Health Is Everything,” with an all-encompassing campaign that includes digital, print, television, outdoor and experiential ads.

The campaign kicked off this week with a marketing event in Bryant Park in New York City, along with two TV ads, “We Wish” and “Deep Breath.” Two more ads will roll out later this month. This is the first effort from the New York office of BBDO, which landed CVS' creative business in March after a review.

“For our patients and customers, health is everything, and CVS Health is changing the way healthcare is delivered to increase access, lower costs and improve quality,” said Larry J. Merlo, president and CEO of CVS Health, in a statement. “As a pharmacy innovation company at the forefront of a changing healthcare landscape, we are delivering breakthrough products and services, from advising on prescriptions to helping manage chronic and specialty conditions.”

The name change encompasses all 7,700 of the company’s retail outlets, known as CVS/pharmacy; CVS/caremark, the pharmacy benefit management business with 65 million plan members; the 900 CVS/minuteclinic walk-in medical clinics; and CVS/specialty pharmacy services.

In addition to the BBDO rebranding campaign, CVS is launching a second push designed to encourage people to stop smoking. The effort will include social media marketing—under the umbrella of #OneGoodReason—that will encourage people to share their stories of how quitting smoking changed their lives.

The company ended all tobacco sales at its retail locations as of Wednesday, ahead of the original target date of Oct. 1. “By eliminating cigarettes and tobacco products from sale in our stores, we can make a difference in the health of all Americans,” Merlo said.

Publish date: September 4, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT