CVS Takes a Deep Breath -- and Quits Selling Cigarettes

CVS Health Has Launched an Integrated, Multimedia Campaign to Support Its Post-Cigarette Brand Positioning

Published On
Sep 03, 2014

Editor's Pick

To call attention to its decision to stop selling tobacco products, CVS Pharmacies -- part of the newly rechristened CVS Health corporation -- has launched an integrated digital, print, experiential, out-of-home and broadcast campaign, starting with two spots. "Deep Breath" and "We Wish" both feature scenes of happy, healthy people enjoying life, and a folksy announcer who explains why CVS decided to quit selling cigarettes. The spots also plug a new smoking-cessation program and introduce a new tagline, "Health is everything."

The experiential portion of the campaign involves a giant cigarette butt stubbed out in a giant red ashtray, strategically positioned today in New York City's Bryant Park as a media stunt. The ashtray and the cigarette, both labeled "Cigarettes Out. Health In," bring to mind the much-larger-than-life cigarette-butt sculptures of pop-art icon Claes Oldenburg.

Credits

Date
Sep 03, 2014
Brand :
CVS/Pharmacy
Client :
CVS/Pharmacy
Agency :
BBDO
Agency :
The Marketing Arm
Agency :
Mindshare
Agency :
Edelman
Agency :
Siegel & Gale
Agency :
Matter
Creative Group Head :
Tom Darbyshire
Producer :
Regina Iannuzzi
Art Director :
Bill Schwabb
Music Producer :
Rani Vaz
Account Person :
Morgan Seamark
Account Person :
Francine Li
Account Person :
Justin Perrelli
Account Person :
Cullen Schielle
Account Person :
Justin Clark
Production Company :
RSA Films
Director :
Jake Scott
Director, Photography :
Trent
Editorial :
Crew Cuts
Editor :
Sherri Margulies
Editor :
Danielle Sclafani
Color Grading :
Nice Shoes
Colorist :
Chris Ryan
Executive Producer :
Ed Koenig
Producer :
Rebecca Mitchell
Music House :
Tone Farmer
Audio Producer :
Sound Lounge
Sound Engineer :
Tom Jucarone

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