CVS: Cigarettes Out. Health In.

This case study details how CVS Health, a retail pharmacy and health care company, increased its brand reputation in the US by advertising its removal of tobacco products from its shelves.

CVS Health: Cigarettes Out. Health In.

Brand: CVS Health

Agency: BBDO New York

Launch date: September 3, 2014

Duration: 4 months

Media used: TV, OLV, Print, OOH, Social, Digital, Event, Retail, Direct

Target audience: 1. Smokers, and anyone impacted by smoking / 2. Professionals in the health category

Challenge + Business 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...

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