CVS Health is America’s second largest pharmacy chain with 7,700 outlets and is ranked 12th in the 2014 Fortune 500. It changed its name from CVS Caremark this week, for reasons that will be obvious to anyone with nous about branding.
But this is not a rebranding story. It’s about a giant red ashtray with a giant cigarette stubbed out in it, both labeled “Cigarettes Out. Health In.” The so much larger than life sculpture was placed in New York City’s Bryant Park as a media stunt, to highlight the fact that the chain has stopped selling cigarettes in any of its stores.
The full campaign includes digital, print, out-of-home and broadcast ads. The two TVCs, We Wish (below) and Deep Breath are nothing remarkable, but they do get the health care service message across. The spots also promote a new stop smoking program and introduce a new tagline, “Health is everything.”
