Case History Database

Australian smokers are baffled by the array of smoking cessation products on the market. Not only are they unclear about the difference between products, such as nicotine patches and gum but they also suffer from a condition called ‘nico-confusion’ – a lack of ability to be able to recall branding within the category, driven in part by the similar names of all the products (Nicabate, Nicorette, Nicotinell). Path2Quit demystified the category and helped lead consumers to the form of smoking cessation product that was best for them. Cutting through the clutter and returning a 20-fold return on investment – and hopefully saving some health problems along the way.

	Author		John Turnbull		The Furnace
	Co-Author		Tony Singleton		The Furnace
	Group Account Director		Amy Cadwallader		The Furnace
	Account Manager		Sangeeta Chandra		The Furnace
	Executive Creative Director		Rob Martin-Murphy		The Furnace
	Creative Director		Paul Fenton		The Furnace
	Art Director		Luke Duggan		The Furnace
	Executive Producer-Digital		Cairo Walker		The Furnace
	Digital Art Director		Jonathan Miranda		The Furnace
	Digital Art Director		Aliza Nordin		The Furnace
	Head of TV		Monique Pardavi		The Furnace
	Marketing Manager NRT & Enterprise		Vanessa Burrow		GSK
	Senior Brand Manager-Nicabate		Elena Pintado		GSK
	Brand Manager		Liz Thomas		GSK