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.


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.

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