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BOSTON CVS today unveils a new campaign from Hill, Holliday, Connors, Cosmopulos that introduces the theme, “For all the ways you care.”
The ads attempt to subvert the selection/service pitch that frequently defines the pharmacy category, taking an inspirational tone to honor the “caring” roles of women.
CVS said its research showed that women find enjoyment and reward in their roles as caregivers, despite the sacrifices they are often called on to make, according to Helena Foulkes, svp, marketing and operation services at the client in Woonsocket, R.I.
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