CHANTIX: Slow Turkey

CHANTIX, a prescription medicine brand, launched a campaign in the US to inspire smokers to try and quit smoking using the brand's treatment.

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...

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