Aging baby boomers act and feel younger than their parents' generation. Yet the realities of aging create special needs in product categories like vitamins and supplements, foot care, and home diagnostics. CMG helped CVS identify the opportunity for a multi-category master brand to address baby boomer needs to feel younger, active and more energetic.

CMG's Constellation Brand Analysis system identified appropriate licensed brands for this new brand concept. The brand imagery of Life Fitness, the worldwide leader in fitness and exercise equipment, provided CVS with a perfect platform to launch this revolutionary concept.

The Life Fitness brand at CVS has brought significant product innovation to CVS customers. CVS has introduced breakthrough exclusive items like Life Fitness energy gum, great tasting Omega Three chews, and state-of-the-art technologies for foot comfort that exceed the quality of the leading national brands—all at great prices for CVS consumers.

Contact CMG to discuss how we can help you achieve breakthrough results with exclusive licensed brands.