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.
Helena Foulkes, CVS' senior vice president of advertising, said the
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%.