Novartis Consumer Health - Thrive
The CompanyNovartis is engaged in the research, development, manufacture and marketing of healthcare products. The company’s healthcare solutions portfolio includes medicines, preventive vaccines and diagnostic tools, generic pharmaceuticals and consumer health products.
The Task
Novartis Consumer Health offers a line of smoking cessation products outside of the United States under the Nicotinell brand. Novartis engaged Addison Whitney to investigate the opportunity to develop a new brand to launch this family of products in the United States.
The Addison Whitney Solution
Verbal Branding
The target audience for this product is typically smokers who have attempted to quit in the past without success. This audience wanted to quit, but needed assistance to do so. Addison Whitney created name candidates that spoke to the emotional feeling of success, were relevant to the audience and did not portray smokers' habits in a shameful way.
Research & Analysis
After reviewing multiple naming strategies, the collective team selected names to assess through market research. Respondents included smokers trying to quit and those who had recently succeeded at quitting. From this research, Addison Whitney recommended Novartis pursue the name "Thrive" for its smoking cessation product. Thrive speaks to the emotional aspects of quitting and fits well with the intended marketing strategy. The use of a verb helps inspire smokers to action. Addison Whitney also aided Novartis during the regulatory approval process with additional documentation and support for this name.
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