CVS/pharmacy permanently took cigarettes off their shelves and replaced them with The Last Pack. It looks and feels like a cigarette pack, but is actually a kit to help people quit smoking.

So, instead of getting a pack of smokes, almost a million smokers picked up The Last Pack they’ll ever need. Thousands of people vowed publicly to use it to quit, and even signed up for free smoking assessments.

The Last Pack became so popular that the U.S. Congress ordered 2,000 packs to use in meetings with key government influencers to help America become smoke-free.