A brave repositioning for NiQuitin smoking cessation patches. We proposed they not only change the way they do advertising, but change the way they do business. The proposal shifted the client’s business model to a Service Design proposition. A consumer would sign up to the Start program and follow the steps through to completion with the guided hand of a chosen communities, or grass roots initiatives suited to their personal tastes. To put it another way…a bit like weight watchers.
This is the vision for the NiQuitin is about re-branding quitting and focusing all communication, content, products and services on the act of STARTING something instead of QUITTING. It’s about replacing smoking with something better. It’s an ambitious change of position for the brand but one that will reap rewards if they commit to challenging the category.
Pitch @ Lost Boys