CVS Corporation: Life To The Fullest campaign
Rayna BaileyOVERVIEW
In 2002 CVS Corporation's drugstore chain, CVS/pharmacy, was approaching its 40th anniversary, and as a result of steady growth it was nipping at the heels of the nation's number one drugstore chain, Walgreens. Although much of CVS's growth had been the result of acquisitions and was limited to specific regions of the United States, including New England and the Northeast, the drugstore chain was planning a push for national expansion. To reach consumers in markets where CVS was a new face as well as to enhance its brand image in...