How do you create
a brand for a small category that lacks penetration?
THE BIG QUESTION
Nixit
THE BIG QUESTION
KEY INSIGHT
BUSINESS IMPACT
How do you create a brand for a small category that lacks penetration?
Never preachy, never making unrealistic claims, never emotional. Manifested through packs which emphasize positivity, interdependence and the import of caring, in helping them Nix-it - the smoking habit on their own terms.
The consumer research done after the market launch of brand indicated a positive consumer reaction to the packaging.
India is the second largest consumer of tobacco in the world. There are >130 million smokers in the country yet the NRT (Nicotine replacement therapy) market is miniscule in comparison with only a handful of prominent nicotine gum players. Strides Pharma were looking to enter the NRT category with, first in India, lozenge product which had proven to have a better mouth feel and outcomes. The big question was to identify a core consumer insight which can form the basis for a unique brand positioning.
Key Insight
Our qualitative identified different kind of consumer segments. Their reasons for smoking differ. Their reasons for quitting differ so did their methods for quitting. We saw from the profiles of the consumers that almost all of them wanedt to quit. However the entire ‘anti-smoking’ space was driven by usage of guilt and scare tactics. Creating a sense of ‘loss of control’ over consumer’s own choices.
The new brand needed to break the logjam of ‘scare tactics’ & ‘cold clinical response’ to be able create a deeper connect with the consumer. Never preachy, never making unrealistic claims, never emotional. Manifested through packs which emphasize positivity, interdependence and the import of caring, in helping them Nix-it - the smoking habit on their own terms.
The Design: Smart. Positive. Conversational. Knowledgeable. The packaging aims at bringing out cues of an empathetic confidant - warm, caring and a source of encouragement, reaffirming you - making life just a little bit lighter.
The Impact
The consumer research done after the market launch of brand indicated a positive consumer reaction to the packaging. The consumer found the packaging create a feel good factor, motivating them to use the product and quit. They felt that the overall appeal of the pack was premium and international making them feel good to use it.