CVS tackles vitamin accuracy in latest quest

After removing tobacco products from its stores and introducing
more transparency around beauty campaigns, CVS is now tackling the
vitamin aisle. On Wednesday, CVS Pharmacy announced it has
implemented a new program in which its vitamin and supplement
products have had their ingredients and claims tested by a
third-party organization.

Norman de Greve, senior VP and chief marketing officer of CVS,
says that there is often a lot of confusion around such products;
in many cases potentially harmful active ingredients are not always
listed on the bottle, for example. Now, a consumer can visit CVS
and find that “everything on those shelves has been tested to
make sure they contain the dietary claims they say they do,” says
de Greve. “We are trying to say, ‘How can we make this simpler
and easier for people?’”

Called “Tested to Be Trusted,” the new initiative tested the
1,400 products of some 152 vitamin and supplement brands with
third-party testers including NSF International and the United
States Pharmacopeia. CVS started the process nearly two years ago,
and found that about 7 percent of the products it sells needed to
be changed.

To promote the new standards, the Woonsocket, Rhode Island-based
chain is running a new campaign that focuses on its purpose-driven
changes, including the
removal of tobacco
from stores in 2014 and last year’s
“Beauty Mark” commitment to more
transparent beauty ads
. A 30-second spot encourages consumers
to “treat” themselves to better breathing, better skin care and
better vitamins. “We make it easy to treat yourself well,” a
voiceover says. CVS is rolling out around a half-dozen spots in the
campaign. The retailer worked with BBDO on creative and UM on
media. The spots will run for the next 20 weeks.

The vitamin update follows a report last month in which CVS

pledged to no longer
do business with any ad agencies that
count tobacco or e-cigarette companies as clients.

“We were a corner drugstore—probably a lot of people still
think of us as that, which is fine,” says de Greve. “But what
we want to be is a place that you can choose to go to find new
solutions to take care of yourself.”

Source: FS – Advertising Blogs !
CVS tackles vitamin accuracy in latest quest