Objective:
Move from the exclusive tagline “Health is Everything” to a statement that presents CVS as an ally that makes health more accessible.
I implemented the new brand positioning across all brand verticals, creating a rallying call that resonated both on the inside and on the outside. In addition, I leveraged the idea of 'living healthier lives' in order to accelerate participation in the ExtraCare and CarePass CRM programs.
“Healthier Happens Together”
convinced customers of CVS' sincere motives as a customer advocate, laying the basis for sustainable growth.
Result:
Total revenues for 2022 increased to $322.5 billion, up 10.4% compared to prior year.
