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 key element in the creative strategy that realised this was to offer a free GP visit. Once the product was positioned with in a warm and effective way, the free offer removed the last barriers to asking the doctor about Zyban.