Zyban

This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitive activity.

Zyban

Zyban relaunch

Agency: Insight Consultants

 

Introduction

The task was to relaunch Zyban a prescription medicine for giving up smoking. Zyban faced rapidly declining sales. This was due to bad publicity which raised doubts about its safety and also because the main competitor, nicotine replacement therapy, was non-prescription, well supported and government-funded.

This campaign was required to reverse the decline and produce steady growth in sales as well as generate large number requests for information.

Market research identified a shift in focus from the clinical and superior nature of Zyban towards a friendlier and more supportive approach. A...

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