Pfizer Australia - How Champix Outsmarted Cigarettes

This case describes Pfizer's launch of Champix, a new prescription-only smoking cessation treatment that works in a different way to nicotine replacement therapies (NRT).

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...

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