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. CHANTIXTRx growth significantly accelerated post launch at +12% and key brand health metrics reached their highest point ever recorded.