ExtraCare Rebrand

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ExtraCare Rebrand

Digital, email, store signage, print collateral

ExtraCare is the leading customer loyalty program in the US, with over 70 million active members. But it never had a true brand identity to call its own. A new color, bold colors and tone-on-tone design brought the visual excitement, of course. But more importantly, we introduced clearer benefit messaging. An enthusiastic, friendly tone got customers excited about saving and earning at CVS, and encouraged them to do more of it. The result? More trips, bigger baskets, and better engagement. Win, win, win.

Phase II: Program Evolution

A refinement of the original rebrand... with a bit less caps lock. (What? We were excited...)

Subtle tweaks to brand style helped the tone feel more genuine without losing the fun.

Brochure

Mailed to new ExtraCare members with their card when they sign up for the program on CVS.com.

Member Rewards Emails

Sent quarterly to deliver earned ExtraBucks Rewards to members. Content is versioned based on individual customer earnings.

ExtraCare landing page on CVS.com

Phase I: Program Launch

Monthly Statement Emails: High-Medium Savers

Sent to members with high spend/high savings (L) and high spend/medium savings (R), meant to encourage members to continue using coupons and saving with ExtraCare.

Monthly Statement Emails: Low Savers

Sent to members with high spend/low savings (on left) and low spend/low savings (on right), meant to educate and increase ExtraCare program engagement.

Manufacturers' Coupon Emails

Promoting the new addition of manufacturers' coupons to the CVS Pharmacy app.

ESP Warm-up Emails

Sent during transition to a new email service provider to validate future sends and ensure ExtraCare emails continued to successfully land in customers' inboxes.