CVS to Live ‘Life to the Fullest’

BOSTON — CVS this week breaks its first national image campaign from Hill, Holliday, Connors, Cosmopulos.

The broadcast and print effort invites consumers to visit the chain’s pharmacies for products to help them live “Life to the fullest.” That replaces the previous positioning “One at a time.”

Interpublic Group’s Hill, Holliday, Boston, won creative and media chores on the estimated $35-million account in separate reviews this summer. Bates, New York, had been the incumbent.