• Providence Journal, Wednesday, October 10, 2007 11:15 AM

CVS Caremark has rolled out a national TV effort to rebrand its CVS pharmacy chain in a $25 million campaign to celebrate the role of women as caregivers. The new spots, tagged "For All the Ways You Care," are airing in programming aimed at the 35-and-over female demo that includes "Dancing with the Stars," "Brothers and Sisters," and "The Ellen DeGeneres Show." The drugstore's research shows that "women find enjoyment and reward in their roles as caregivers, despite sacrifices," says Helena Foulkes, senior vice president of marketing and operation services for CVS. "This campaign is an opportunity to celebrate these women and to show that we understand what it means to care."

It is an audience the company needs to reach--as women represent 85% of CVS customers and control the majority of health-care spending, according to Carolyn Castel, director of corporate communications for CVS Caremark. She notes that the company's studies have found that women make the health-care decisions in their families, and that one in four are caregivers. At the same time, while they embrace those roles, 93% feel that no company is helping them. "With this campaign we symbolize the caring nature of our female character by taking her beyond the pharmacy and into the world," Foulkes says. "Animation achieves that very well, transcending demographics to connect with all women."

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