Using a proprietary visual projective technique called VisualOutlook™, BrandOutlook was able to identify deep-seated insights from smokers across the globe. Many described emotions of “helplessness” and feeling “trapped” when they stop smoking. Therefore, a marketing message that conveys how Chantix reduces cravings and the agonizing symptoms of withdrawal was needed.
Through our strategic qualitative research, we gained insights that helped lay the foundation for a highly successful advertising campaign. Four years after its global launch, Chantix is regarded by consumers and physicians as a breakthrough in the quest to quit smoking. Importantly, the drug has significantly contributed revenue and profit to Pfizer.