Our idea sprang from research with our key customer. It wasn’t about the prescriptions or taking care of her family. She loved the 'stuff' she purchased at CVS. She was rejuvenated by her mascara and nail polish purchases. We wanted her media experience to have that same vitality.We created the V3 (Vitality cubed) strategy. The three vital elements of the media plan were 1) analysis, which was the front of store versus pharmacy development by market. 2) environment, which tied the message to vitality in action. 3) execution which layered individual messages creating a dynamic brand experience.