CVS LAUNCHES $35 MILLION AD CAMPAIGN

TV, Print Is First Work From New Agency Hill Holliday

By Published on .

SAN FRANCISCO (AdAge.com) -- CVS Corp., riding high with strong sales, this week launches its first ad campaign from new agency Interpublic Group of Cos.' Hill, Holliday, Connors, Cosmopulos, Boston.

The estimated $35 million effort, carrying the tagline "Life to the fullest," includes six spots slated to run on national cable and in spot markets during multiple dayparts. A magazine campaign with 12 executions will run in Time Inc.'s People magazine.

Selling 'self-renewal'
Helena Foulkes, CVS' senior vice president of advertising, said the

Related Stories:
HILL HOLLIDAY WINS $35 MILLION CVS MEDIA REVIEW
Incumbent Was Bates
HILL HOLLIDAY WINS CVS ACCOUNT
$35 Million Account Would Be One of Agency's Largest
ads are intended to show that the chain offers products for people looking for a sense of "self-renewal."

Hill Holliday recently won the media buying assignment from CVS and also handles direct marketing for the drug chain's loyalty program. The agency won the creative portion of the account in June.

CVS this week said it anticipates third-quarter earnings to be at the high end of forecasts. At a time when most retailers have struggled with sluggish sales, CVS reported sales at stores open for a year or longer increased 8%, with pharmacy sales up 12%.

In this article:
Most Popular