Quit Partner needed a free-of-judgment, non-stereotypical brand campaign to encourage nicotine users to quit. Grounded in radical empathy, the strategy focused on the difficulty of quitting. A unique, ownable look used the brand’s vibrant color palette and distinct graphic elements. A no-nonsense spokesperson with a clear, supportive attitude was developed. Executed across video, radio, and OOH, the campaign acknowledged the difficulty of quitting while positioning Quit Partner as the honest, ready-when-you-are partner.

 

Nicotine users are tired of hearing the same things about quitting. They want a partner that understands the challenges without judgment, no matter how many times they try.