CVS Takes a Deep Breath -- and Quits Selling Cigarettes
CVS Health Has Launched an Integrated, Multimedia Campaign to Support Its Post-Cigarette Brand Positioning
Sep 03, 2014
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."