Leading with a bold new vision, CVS recently committed to tackling health equity across the U.S. But a stand-alone anthem video wouldn’t cut it. So we pitched a simple but powerful idea. What if CVS updated their famous acronym with something more meaningful?

Consumer. Value. Store.
Community. Value. Service.

Voilá. An idea designed to earn media attention while simultaneously organizing internal corporate communications with three impactful words. Best of all? No unnecessary,costly brand overhaul.