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CVS Health
Cigarettes Out. Health In.

RAN IN: United States

CLIENT
CVS Health

Whitney Hardy, Vice President, Marketing and Enterprise Branding
Heidi Devlin, Vice President, Advertising

AGENCY
BBDO New York *Lead Agency

Tom Darbyshire, EVP, Executive Creative Director
David Lubars, Chief Creative Officer, Worldwide
Bill Schwab, SVP, Senior Creative Director
Rebecca Nadilo, Planning Director
Regina Iannuzzi, VP Executive Producer
Justin Perrelli, Account Manager
Deepthi Prakash, SVP, Group Planning Director
Morgan Seamark, EVP, Senior Director


Mindshare


Edelman


The Marketing Arm


SUMMARY

It takes a bold company to take a potential $2 billion hit to the bottom line. Thats just what CVS Health did when they removed tobacco from their stores in order to better the health of their customers. This news helped reshape how CVS was perceived in America, but more than that, CVS wanted to maximize the impact of this decision. We created a movement that inspired people to quit smoking and breathe easier through a variety of content that millions of people engaged with including First Lady Michelle Obama.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Events, Interactive/Online, OOH, PR, Print, Retail Experience, Social Media, TV

Audience: Mothers

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English