BrandOutlook - Brand Strategy Market Research

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Case Study


Pfizer

Challenge:

For most smokers, quitting is an elusive goal and a vexing challenge due to the high rate of failure. Hence, when Pfizer was preparing to launch Chantix, a drug shown to be highly effective at helping people to stop, the company wanted to determine what messaging would motivate consumers to proactively ask their physician for the product.

Insight:

Using VisualOutlook™, a proprietary visual projective technique, BrandOutlook identified deep seated insights from smokers across the globe. Many described emotions such as “helplessness” and feeling “trapped”.  Hence, messaging was needed to convey that Chantix significantly improves their chances for quitting by effectively reducing cravings and alleviating the agonizing symptoms of withdrawal.

Result:

The insights gained through BrandOutlook’s strategic and qualitative research helped lay the foundation for a highly successful advertising campaign.  Four years after its global launch, Chantix has been regarded by most consumers and physicians as a true breakthrough in the quest for quitting smoking. Importantly, Chantix has also contributed significant revenue and profit to Pfizer.