GlaxoSmithKline wanted to reinvigorate and differentiate the web presence of its NiQuitin CQ brand to seize the traditional quit-smoking season (late December to March), and create a highly-interactive, personalised environment for quitters. We conducted extensive research to fully explore quitters’ needs and attitudes, and developed a customer-centric site, offering information and tools at all stages of the quitting journey. www.Click2Quit.com launched December 18, 2003 offering individually tailored interactive programmes for quitters. Participants revisit the site throughout the quitting process for facts about smoking and quitting, coping advice, emotional support, and also receive email reminders, text messages and phone-a-buddy support.