Last year, CVS debuted more than 80 new products under Live Better by CVS Health, an exclusive line around ingredient transparency, sustainability and making sought-after trends in the wellness space more accessible.
Tasked with strategically launching the brand and generating buzz with mainstream media, Matter faced a number of challenges: nuances associated with the name itself due to re-usage following an earlier line, complexities surrounding claims, the COVID-19 pandemic, and an explosion of civil rights protests that dominated the news cycle.
Matter’s integrated team of PR, Creative and Digital experts pivoted from the original plan to execute an in-person event in NYC to a unique and energizing virtual unveiling that safely and interactively showcased the brand with key editorial media and social influencers. Momentum continued with a robust influencer campaign and media relations that yielded strong coverage including 195 hits, 316.5M impressions, 70 pieces of influencer content with 276K+ engagements.