CVS Pharmacy will increase its advertising in Spanish-language newspapers next year. The vast majority of this advertising happens in the form of Free Standing Inserts (FSI's). These are inserts, mostly coupons, in the Weekend/Sunday editions of Spanish-language newspapers (e.g. Miami's El Nuevo Herald). These coupons are intended to increase store traffic.
Miami-based Hill & Holyday is CVS Hispanic advertising agency. Hill & Holyday recently won the Liberty Mutual account.
CVS Pharmacy's staff participates in a program called “Retail Spanish”, a comprehensive, self-paced program which enables pharmacists, technicians and store managers to provide the ultimate in customer service by learning the basics of the Spanish language.