This case study describes a relaunch of Zyban, a prescription medicine to help smokers to give up. The campaign was designed to reverse the decline in the brand's fortunes which was due to competitive activity.


Zyban relaunch

Agency: Insight Consultants



The task was to relaunch Zyban a prescription medicine for giving up smoking. Zyban faced rapidly declining sales. This was due to bad publicity which raised doubts about its safety and...