CVS Health

Corporate Name Change

Challenge

A Fortune 12 company needed a trusted partner to support an important and high-profile transition in its history: a corporate name change from CVS Caremark to CVS Health that would reflect its broader health care commitment. The name change was timed to coincide with the company ending tobacco sales at its CVS/pharmacy stores ahead of its target date and the launch of a comprehensive smoking cessation campaign.

Response

Working with various business teams across the enterprise, we collaborated with CVS Health to launch its rebrand through the following strategic and creative efforts: website rebrand; multimedia news release; video production; event planning; media relations; an experiential teaser campaign and photography.