CVS Makes a Wish (That It Can Help Smokers Quit Smoking)
CVS Health Has Launched an Integrated, Multimedia Campaign to Let the World Know It's Quit Selling Cigarettes
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. "We Wish" and "Deep Breath" and 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."