CVS Corporation: Life To The Fullest campaign

Rayna Bailey



OVERVIEW

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 areas where consumers were familiar with the chain, CVS turned to its advertising agency, Boston-based Hill, Holliday, Connors, Cosmopulos (often called Hill Holliday).

The campaign Hill Holliday created, "Life to the Fullest," was CVS's first national campaign. It was designed to enhance the company's brand image as well as shift its marketing focus from products to consumer lifestyles. A budget was unavailable, but CVS typically spent about $35 million a year on advertising. Included in the campaign were television spots that aired on cable and network channels that had a large female audience. Print ads also appeared in People magazine, which had a high female readership. Both print ads and TV spots featured people in environments such as a living room, a restaurant, and a public restroom, but with store-aisle markers hanging over their heads that listed each person's recent purchases and the benefits of buying the items at a CVS store.