GlaxoSmithKline: A Times Square “Quit-Step” to a Smoke Free You

Golin took a new approach to help smokers quit the habit, using the insight that “every quitter’s journey is unique.”

Through carefully crafted messaging delivered at in-person events, evocative imagery, a national media tour with dynamic celebrity duo Mark Ballas and his mother Shirley Ballas, and real-time social engagement, the brand’s “What’s Your Why?” campaign invited quitters to share their “why” for quitting, which was brought to life by a Smoke Swap event in New York City’s Times Square.

The event provided more than 1,000 event experiences, including nearly 800 consumer interactions and 250+ counseling sessions with smoking cessation expertsand as a result of the integrated efforts, Nicorette and NicoDerm CQ brand sales grew compared to the previous year.