Quit by Design

GSK and Target approached Epsilon with the challenge of increasing GSK’s Nicotine Replacement Therapy (NRT) product sales from Target.

Through marketplace analysis and consulting with smoking cessation experts we determined that there was a huge marketplace opportunity in quit-smoking assistance apps, so we created an app-like responsive website built upon psychological principles for addiction recovery. The site asks a few questions in order to create a personalized timeline that helps the user through the quitting process one day at a time. The site proactively checks in with the user to see how they’re doing each day and adapts the quit plan appropriately according to their response.

In the first 6 weeks after site launch, Target saw a 6% increase across all GSK-branded NRT products and a 20% increase in sales of GSK’s Nicorette Gum.