Brief Explanation

Research showed more than 70% of smokers have tried to give up smoking unsuccessfully. Every smoker knows how difficult it is to give up smoking. All they need is a powerful trigger. And a little help from Nicorette, which doubles their chances to quit smoking. The biggest trigger for a smoker to quit is when he sees how his smoking can affect his children. We designed a series of special 'Father and Son' ashtrays, placed it at cafes and pubs. When the smoker placed his cigarette in the ashtray, the father inhales and the smoke comes out of the son's mouth.

The Brief

The task was to inform smokers of an initiative by the Indian Government and Nicorette that can help them quit.

How the final design was conceived

We designed a series of special 'father and son' ashtrays and placed it at outdoor cafes and outside pubs where smokers hang out. When the smoker placed his cigarette in the ashtray, the father inhales and the smoke comes out of the son's mouth. We commissioned various sculptors and tribal artists to create these ashtrays. The ashtrays, visually and dramatically, demonstrated that you never smoke alone. It served as a highly emotional trigger to quit. A message at the back told him that Nicorette doubled his chances to quit smoking.

Indication of how successful the outcome was in the market

The Father-and-Son Ashtrays were part of a larger campaign for Nicorette's smoke cessation drive. Together with the ashtrays, it exceeded all marketing expectations. The six month sales target for Nicorette was met in just one month. The ashtrays are in much demand and are now being sold in popular art and craft stores in India.