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    COMPETITIVE WATCH

    Drug-store chain CVS targets women with new "For All Ways You Care" ad campaign.

    WOONSOCKET, R.I. -- CVS Caremark Corp., based here, is rolling out a $25 million national TV advertising campaign that is aimed at women by celebrating and honoring their roles as nurturers and caregivers, the Providence Journal reported.

    The campaign, called "For All Ways You Care," will air spots during programs that target women ages 35 and older, such as "Dancing with the Stars," "Extreme Makeover Home Edition," "Brothers and Sisters," "The Oprah Winfrey Show" and "The Ellen DeGeneres Show," according to the newspaper.

    "Our research showed that women find enjoyment and reward in their roles as caregivers, despite sacrifices," Helena Foulkes, senior vice president of marketing and operation services for CVS, told the paper. "This campaign is an opportunity to celebrate these women and to show that we understand what it means to care."

    Women currently account for 85 percent of the drug-store chain's customers, and control the majority of health-care spending, Carolyn Castel, CVS' director of corporate communications, told the paper.

    Through research with women, the chain found that they make the health-care decisions in their families and are the main caregivers. Specifically, one in four women is a caregiver for people they live with or for a family member of friends, while 93 percent of respondents felt that no company was helping them in these tasks.

    The new CVS television campaign uses animated gestures to signify a woman's caregiving actions, including wrapping a rainbow around an elderly woman and offering a hair ribbon to a bird to help build a nest, the report stated. Later, the woman is portrayed as a CVS pharmacist -- a departure from prior ads that used real-life pharmacists in their campaigns, the Journal reported.

    "With this campaign, we symbolize the caring nature of our female character by taking her beyond the pharmacy and into the world. Animation achieves that very well, transcending demographics to connect with all women," Foulkes said.

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