GlaxoSmithKline plc: Power To Quit campaign
Rebecca StanfelOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, SmithKline Beecham merged with Glaxo to form GlaxoSmithKline plc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
NicoDerm CQ, a sticky patch that adhered to the skin and delivered a steady flow of nicotine to help ease the physical withdrawal symptoms associated with quitting smoking, was introduced by its manufacturer, the pharmaceutical company SmithKline Beecham, as...