CHANTIX: Ray Liotta Celebrity Testimonial

CHANTIX®, a medication brand to help smokers quit, used celebrity success story Ray Liotta as a champion for its video campaign to help encourage people in the US to stop smoking.

Summary

Many smokers want to quit but view asking for help as a sign of weakness. CHANTIX®(varenicline) wanted to inspire these frustrated smokers to quit. We leveraged celebrity Ray Liotta's star power to drive CHANTIX®consideration among smokers and HCPs. Moments of honesty and insight gave new hope to struggling smokers. CHANTIX®TRx growth significantly accelerated post launch at +12% and key brand health metrics reached their highest point ever recorded.

Consumer Insight

Pfizer market research provided the insight that many smokers who want to quit think it's a sign of weakness to reach out for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands