Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Marketing Challenge: 34 million adults in the United States still smoke cigarettes, 68% of whom want to quit. As most attempts to quit are unaided and unsuccessful, the brand wanted to inspire patients to try to quit with CHANTIX.
Methodology: Research revealed that while 'Cold Turkey' usually doesn't work, 'Slow Turkey' could inspire patients to quit.
Creative:Created an animated turkey that symbolizes easing into quitting smoking instead of quitting "cold turkey". When he throws away his last cigarette(s), he then goes on to live...