BUILDING AWARENESS: Prior to the release of the Pfizer smoking cessation drug Chantix announcement work was run. During this period, the healthcare community has a chance to learn more about the drug before patients start demanding it, so they are up to speed and aware of the new option available to help people quit smoking. The new breakthrough is hinted but not mentioned by name to create interest and excitement for the innovation. Pfizer, the manufacturer, gets to take credit and tout their overall brand before the reveal work—branded Chantix—was released.