Campaign details

Brand: Nicoderm CQ
Advertiser: GSK
Lead agency: Wunderman Health

Effie awards category context

When quitting smoking, there are profound emotional, physiological, social and time management challenges throughout the journey. In any given year, only 3% of quit attempts succeed. NRT products for coping with cravings are not enough; emotional support is critical to sustain commitment. MyQuit delivered against the ongoing needs of quitters from beginning to end—even, initially, hour by hour—while recognizing propensity to relapse. Content was customized to product and quit date, with practical ex-smoker tips and daily affirmations. The program drove 185% higher purchase frequency, 47% higher branded spend, and most critically, a 54% successful completion rate among those enrolled.

State of the marketplace and brand's business