Woonsocket, R.I. – Recently Adweek interviewed the new Chief Marketing Officer of CVS. In that interview Norman de Greve explained that the move to stop selling cigarettes in all of their stores wasn’t the last step in CVS’s plan to help people live healthier lives. While they lost out on roughly 2 billion dollars in revenue they gained in respect from a millennial audience that is highly coveted by marketers today. To go along with this giant change they started the campaign entitled “Be the First” where CVS is investing heavily in helping create the first tobacco free generation. According to de Greve, this is part of a plan by CVS to connect with the right people and have the right discussion with them.
Why it matters:
CVS is making bold moves to create healthy conversations with it’s consumers, and even touting that they are “America’s largest pharmacy innovation company.” They are reframing the conversation to help people make healthier choices. Brands like CVS can take a stand and invest in promoting healthier lives. CVS is positioning themselves as someone to look for how interactions with the healthcare brands should be handled.