AGENCY:

(add)ventures

CLIENT:

CVS

STAKEHOLDERS:

Corporate Communications, Chief Customer Officer, Chief Marketing Officer, CVS Retail team, CVS Pharmacy team, Legal

MY ROLE:

Concepting, messaging and tone-setting for the entire campaign; consulting with clients and executive leadership; working hand-in-hand with design to execute the campaign

CHANNELS:

Store signage, employee and pharmacist talk tracks, in-store radio, newspaper ads, letters to patients

Background:

Though CVS was closing these stores, they were not abandoning these communities.

Shoppers and patients of each closing store were directed to a nearby receiving store where they would receive continued service and care.

Any messaging to the closing store audience needed to clearly convey that their stores were closing, but the Chief Customer Officer was adamant that we do not lead with that message.

We needed a tagline to convey the sense that while this store is closing, CVS is still here for you with the same care at another store — just a little further down the road!

Inspired by CVS's mission statement, "Bringing our heart to every moment of your health," I came up with a sensitive solution that set the tone for the entire campaign:

Same heart, different address.

CLOSING

STORE

ENTRY

Entry signage

Greeting shoppers and patients upon their entry to the store were window clings, door clings, sidewalk signs and a lama.

The tagline, “Same heart, different address” over CVS red alerts the reader that a change is happening.

We then provide a closing date, a receiving store option, and a CTA to speak to an associate or pharmacist for further assistance.

CLOSING

STORE

FRONT

COUNTER

Front counter signage

The counter card repeats the same closing information as the entry signs.

The counter mat pushes omnichannel initiatives, reminding shoppers that CVS services go beyond physical locations.

A double-sided registry topper directs patients to the pharmacy to transfer their prescriptions, while providing store associates with a talking points to help shoppers and patients with their transition.

CLOSING

PHARMACY

SIGNAGE

Pharmacy counter signage

Updated with pharmacy imagery, the counter card provides closing information.

The counter mat encourages patients to speak with the pharmacist to transfer their prescriptions. A secondary message directs the reader to utilize pharmacy features on the CVS Health app.

The double-sided registry topper also directs patients to speak with the pharmacist, while providing pharmacists and pharmacy techs talking points to help patients with their transition.

A double-sided bag-stuffer outlines omnichannel support.

Receiving store

Window clings and door clings subtly welcome closing store shoppers and patients while not confusing existing customers.