CVS Takes a Deep Breath -- and Quits Selling Cigarettes
CVS Health Has Launched an Integrated, Multimedia Campaign to Support Its Post-Cigarette Brand Positioning
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
Need a credit fix? Contact the Creativity Editors