Kicking the habit

This integrated GSK anti-smoking campaign aimed to inform consumers about Nicotine Replacement Therapy - a sector with low differentiation and a high degree of customer confusion.

Kicking the habit

Agency The FurnaceAdvertiser GSK (GlaxoSmithkline)Author John Turnbull/Tony SingletonTotal Campaign Expenditure $2 - 5 million


Ever since people stopped believing the reassuring doctors in the tobacco ads of the 1950's, people have been trying to kick the smoking habit. But the process of quitting smoking is notoriously difficult and can take many years – after all, it is a physical addiction. The average number of attempts that a smoker will make before they are successful is 8. On average, each of these attempts is approximately 14 months apart.

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