CVS Health: Last Pack

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Advertiser: CVS HealthAgency: BBDO New YorkCountry: USA

Objectives

Each year, smoking-related illnesses cost Americans $300 billion1 and the use of tobacco claims 480,000 lives.2 To put it mildly, tobacco ≠ health.

Yet many companies that profess to make people healthy also sell cigarettes.

Over the past decade, CVS has quietly become a leader in reshaping healthcare in America. No longer just a corner drugstore, CVS was offering diverse health services, including walk-in clinics, pharmacy benefits management services, and specialty medications. The company wanted to make public its purpose...

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