"Blueprint to Quit" for WALMART
"Blueprint to Quit" for WALMART
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content creator/brand scientist/design nerd /strategy lover
content creator/brand scientist/design nerd /strategy lover
Susan Bertocchi
Design/Art Direction/Brand work/Marketing
"Blueprint to Quit" for WALMART
GSK, and Nicorette and Nicoderm CQ, partnered with Walmart to grow the Nicotine Replacement Therapy category by providing a quit smoking solution to meet the specific needs of Walmart shoppers.
The typical Walmart smoker has failed 7 + times and are not educated/informed about the benefits of quitting smoking with NRT. They typically research quitting online, making it necessary to reach them pre-trip. We needed to communicate the program via national and customer-specific tactics to build awareness, educate shoppers, and drive purchase at Walmart within a category initiative.
Blueprint to Quit was built around a microsite on Walmart.com. The site features extensive video content by leading quit smoking experts and an online personal consult that leads to a product recommendation. It also ran in-store on every screen available, as well as a robust category shelf take-over that featured branded product and a full mobile experience.
There are external and .com banner ads, national print and PFP, Pharmacy education materials and CRM, Physician’s office materials, a TAB, Facebook and PR support.