Point-of-Sale Strategic Concept Testing – Focus Groups with Current Adult Smokers

Point-of-Sale Strategic Concept Testing – Focus Groups
with Current Adult Smokers
Stimuli
April 6, 2015

Reclaim what’s yours
When you talk about quitting, you often focus on what
you’re giving up. But what about the things you get back?
Being free of cigarettes means that you can reclaim charge
of your health, your time, and control of your life. Giving up
cigarettes means getting all that back and more.
Are you ready to reclaim what’s yours?

Train your body
Cravings, mood swings, weight gain. Remembering the
pains of quitting can prevent you from trying again. Instead
of backing down, keep on quitting. Because the pains are
proof of your body fighting against tobacco addiction. As
you overcome each one, you’re training your body to be
free of cigarettes.
Keep training your body today.

Turn “can’t” into “can”
When we try to quit smoking and fail, quitting may seem
hopeless. But even though it’s hard, we shouldn’t accept
that it can’t be done. Today in the U.S., there are more
former smokers than current smokers. They turned “can’t”
into “can” because they never lost hope in quitting. By not
giving up, we can join them too.
It’s time for us to challenge “can’t” and show ourselves
– and those around us – that we can quit tobacco.

Just skip today
Quitting means going forever without a cigarette, and that
just seems like a really long time. Instead of thinking about
forever, just think about today. In just one day without
cigarettes, your blood pressure, your heart rate, and the
level of carbon monoxide in your blood can return to normal
levels. One day can make a real difference.
What if you just try to skip today?

Don’t face quitting alone
The last time you tried to quit smoking, you may have tried
doing it all by yourself. But quitting cigarettes is a challenge
that you don’t have to face alone. If you try to quit with help,
you’re more likely to succeed. So try quitting again today –
and this time, get the support you need to finally stop
smoking.
Get support to face quitting today.

Dare to be fearless
With all that happened the last time you tried quitting – the
cravings, the mood swings, the failure – it can be scary to
try again. But every try and every failure are steps forward
that teach you how to be better at quitting. It’s time to use
your past learning to help you succeed. Dare to conquer
the fears you faced before. Dare to believe in your future
without cigarettes.
Dare to be fearless about quitting.

Practice the quit
Quitting smoking can seem really difficult, but practicing
can prepare you. Skipping your next smoke break? That’s
practicing. Not lighting up while celebrating? That’s
practicing, too. Even forgoing a post-dinner cigarette is
practicing. Each time, you’re learning things to help you
quit.
It’s time to start practicing for your next quit today.