To call attention to its decision to stop selling tobacco products, CVS Pharmacies -- part of the newly rechristened CVS Health corporation -- has launched an integrated experiential, digital, print, out-of-home and broadcast campaign. The experiential portion involves a giant cigarette butt stubbed out in a giant red ashtray, strategically positioned today in New York City's Bryant Park as a media stunt. The ashtray and the cigarette, both labeled "Cigarettes Out. Health In," bring to mind the much-larger-than-life cigarette-butt sculptures of pop-art icon Claes Oldenburg.
The broadcast campaign kicks off with two spots: "We Wish" and "Deep Breath," both of which feature scenes of happy, healthy people enjoying life, and a folksy announcer who explains why CVS decided to quit selling cigarettes. The spots also plug a new smoking-cessation program and introduce a new tagline, "Health is everything."