Pfizer Australia – How Champix Outsmarted Cigarettes

Agency: Ursa

EXECUTIVE SUMMARY

For decades, Government sponsored 'Quit' campaigns aimed at turning smokers off cigarettes. To stand out and encourage action in this category is a tough brief. Into this landscape Pfizer launched Champix, a new, prescription-only smoking cessation treatment, available only from a doctor.

The Champix launch delivered true innovation in one of marketing's most highly regulated markets. Our willingness to embrace non-traditional pharmaceutical marketing channels, our truly unique 'you can't do it' communication strategy, and the way we stalked quitters throughout their smoking day, were all catalysts for one of the most original and successful pharmaceutical product launches in recent history.