{"id":748,"date":"2015-07-15T06:59:05","date_gmt":"2015-07-15T06:59:05","guid":{"rendered":"http:\/\/bermudiana.es\/blog\/?p=748"},"modified":"2020-07-03T15:14:26","modified_gmt":"2020-07-03T14:14:26","slug":"el-ultimo-paquete-regalo-promocional-original-de-cvs","status":"publish","type":"post","link":"https:\/\/bermudiana.es\/blog\/el-ultimo-paquete-regalo-promocional-original-de-cvs\/","title":{"rendered":"El \u00daltimo Paquete, regalo promocional original de CVS"},"content":{"rendered":"<p style=\"text-align: justify;\">Campa\u00f1a premiada en el Festival de Cannes del 2015, basada en la creaci\u00f3n <!--more-->de un regalo promocional original para CVS. CVS pharmacy, es la segunda cadena de drugstores (farmacias, aunque el concepto no es exactamente el mismo que \u00a0en Espa\u00f1a en cuanto al surtido de productos) en Estados Unidos.<\/p>\n<p style=\"text-align: justify;\">Hasta septiembre del 2014, CVS, igual que otras empresas del mismo sector, \u00a0vend\u00eda tabaco en las farmacias del pa\u00eds. En febrero de ese a\u00f1o, comunic\u00f3 que, a partir del 1 de octubre, dejar\u00eda de vender tabaco en sus establecimientos, siguiendo la nueva orientaci\u00f3n de la compa\u00f1\u00eda para posicionarse como un experto en la venta de productos que mejoran la salud de sus clientes. De hecho cambi\u00f3 el nombre de la compa\u00f1\u00eda, CVS Caremark cambi\u00f3 a CVS Health.<\/p>\n<p style=\"text-align: justify;\">Esta iniciativa consigui\u00f3 una menci\u00f3n p\u00fablica del <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" title=\"Ir a la declaraci\u00f3n del Presidente Obama en CNN\" href=\"http:\/\/edition.cnn.com\/2014\/02\/05\/health\/cvs-cigarettes\/\" target=\"_blank\" rel=\"noopener noreferrer\">Presidente Barack Obama<\/a><\/span>.<\/p>\n<p style=\"text-align: justify;\">Aprovechando esta circunstancia CVS, con la agencia BBDO, \u00a0se adelant\u00f3 a sus competidores y cre\u00f3 un regalo promocional original para ayudar a los que quer\u00edan dejar de fumar, y sobre todo, desarrollar una campa\u00f1a para conseguir mucha notoriedad, fomentar su imagen de l\u00edder del mercado y diferenciarse de la competencia.<\/p>\n<p style=\"text-align: justify;\">El producto promocional creado ten\u00eda un formato igual al de un paquete de tabaco, con la marca, <em>Last Pack<\/em>, que en castellano podr\u00eda ser, <em>El \u00daltimo Paquete<\/em>. Se regalaba en el mismo mostrador donde antes estaba el tabaco.<\/p>\n<p style=\"text-align: justify;\">En el interior, no hab\u00eda cigarrillos. Era un pack de ayuda para dejar de fumar, que conten\u00eda lo siguiente:<\/p>\n<ul>\n<li>Folleto con consejos profesionales para dejar de fumar.<\/li>\n<li>Tarjeta que indica lo que ahorrar\u00e1s cuando dejes de fumar.<\/li>\n<li>Tarjeta para escribir la raz\u00f3n principal por la que dejar\u00edas de fumar.<\/li>\n<li>Vale descuento para conseguir un poster con esa raz\u00f3n principal.<\/li>\n<li>Cup\u00f3n de 5 $ por la compra de art\u00edculos para dejar el h\u00e1bito.<\/li>\n<li>Peque\u00f1a revista con pasatiempos como sudokus o crucigramas para pasar el rato en los momentos complicados.<\/li>\n<li>Adhesivo con el lema \u201c<em>Proud to be a Quitter<\/em>\u201d (traducido ser\u00eda algo como <em>Orgulloso de haberlo conseguido<\/em>).<\/li>\n<\/ul>\n<figure id=\"attachment_747\" aria-describedby=\"caption-attachment-747\" style=\"width: 438px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-747 \" src=\"http:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido-300x206.jpeg\" alt=\"regalo_promocional_original_CVS_contenido\" width=\"438\" height=\"301\" srcset=\"https:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido-300x206.jpeg 300w, https:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido-320x220.jpeg 320w, https:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido-145x99.jpeg 145w, https:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido-495x340.jpeg 495w, https:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido-670x460.jpeg 670w, https:\/\/bermudiana.es\/blog\/wp-content\/uploads\/2015\/07\/regalo_promocional_original_CVS_contenido.jpeg 772w\" sizes=\"auto, (max-width: 438px) 100vw, 438px\" \/><\/a><figcaption id=\"caption-attachment-747\" class=\"wp-caption-text\">Contenido de El \u00daltimo Paquete de CVS.<\/figcaption><\/figure>\n<p><strong>\u00bfQu\u00e9 tiene de positivo este regalo promocional original de CVS?<\/strong><\/p>\n<ul>\n<li style=\"text-align: justify;\">Se diferencian de la competencia. Adem\u00e1s de dejar de vender tabaco, desarrollan una campa\u00f1a para ayudar a dejar de fumar.<\/li>\n<li style=\"text-align: justify;\">Refuerzan su posicionamiento, respecto de la competencia, de ser un experto que se preocupa por la salud de sus clientes, perdiendo una facturaci\u00f3n nada despreciable. L\u00f3gicamente pensando que a largo plazo esa decisi\u00f3n tendr\u00eda su compensaci\u00f3n en t\u00e9rminos de m\u00e1s participaci\u00f3n de mercado.<\/li>\n<li style=\"text-align: justify;\">Es otra prueba de que no hace falta mucho presupuesto para crear un producto que consiga una repercusi\u00f3n publicitaria en medios y una visibilidad en las redes sociales, extraordinarias.<\/li>\n<li>Es un regalo \u00fatil, que ya ha tenido diferentes ediciones.<\/li>\n<\/ul>\n<p>En este video se explica un poco m\u00e1s en detalle la acci\u00f3n de CVS.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/pO87Ac0HdT0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Si quieres que pensemos en un regalo promocional original para tu proyecto, <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" title=\"Ir a la p\u00e1gina para contactar\" href=\"http:\/\/bermudiana.es\/es\/contactenos\" target=\"_blank\" rel=\"noopener noreferrer\">cont\u00e1ctanos<\/a><\/span>.<\/p>\n<p>Fuente: Cannes Lions Archive<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Campa\u00f1a premiada en el Festival de Cannes del 2015, basada en la creaci\u00f3n<\/p>\n","protected":false},"author":2,"featured_media":745,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-casos-reales-articulos-publicitarios"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Regalo promocional original de CVS | Blog Bermudiana<\/title>\n<meta name=\"description\" content=\"Campa\u00f1a premiada en el Festival de Cannes del 2015, basada en la creaci\u00f3n de un regalo promocional original para CVS pharmacy.\" \/>\n<meta name=\"robots\" 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