situation
Many smokers want to quit but, based on past failures, are not sure they have the willpower to overcome it – so how to create an achievable path to quitting?
distillation
Distillery’s strategy, Free Your Willpower To Break The Habit, gave smokers the belief that this time could be different by helping them understand that it is an addiction not just a habit and that, with the right support, they could succeed – leading to a transformed value proposition, a new masterbrand ‘way2quit’, new patient support material created by Distillery and the award-winning, global Tame The Beast communication campaign.