THE CREATIVE
For the majority of years at CVS, the circular was the #1 sales driving vehicle. The majority of the advertising spend was devoted to the weekly ad. This piece of creative was reviewed weekly by the EVP of CVS because of its sales driving significance. With such high visibility the circular was held to the highest standards in promotional value, ad accuracy and creative presence. With this being said, the weekly ad went through many tests through the years to increase visibility, productivity and to drive more sales. As a creative team we could have treated this like your every day circular and just filled it block by block with pricing and product images, but we wanted to take it further. With the right photography, layout, graphics and color we knew we could make this stand out as one of the best weekly ads out there in circulation.
