Cigarette case designed to teach you how to quit.
The Slovenian industrial design studio Kolektiv, which already impressed international public by designing the state-of-the-art Noordung electric bicycle, launched a new innovative design product under the Quittr, brand, which aims to combat one of the biggest problems of mankind through “Design Thinking*”– smoking.
Quittr is a cigarette case with a minimalist design that is manufactured – similarly to what we know from Apple products – from one piece of aluminium by means of CNC machining, which teaches the user to gradually decrease and finally quit smoking through its functional design. The Quittr cigarette case offers room for exactly ten cigarettes and the innovative opening system separates this number into two halves – the morning and afternoon half. Through the hole on the Quittr cigarette case cover, the user can check his or her daily usage at any time.
The underlying concept of the Quittr cigarette case is to raise the user’s awareness of his or her usage and smoking habits to be able to take control and fight this habit consciously, gradually and systematically. In addition to the Quittr cigarette case, the user also receives 10 aluminium inserts. Each time the day ends with a cigarette in a box, it shall be replaced by an aluminium insert, which is inserted in the box and cannot be removed again. The ultimate goal is, of course, to fill the cigarette case with all ten inserts effectively transforming the cigarette case into a personal award for having won the battle against smoking.
Quittr is not merely a beautifully designed cigarette case. It is also a method of gradual quitting of smoking in five steps: 1. splitting in two halves, 2. raising awareness, 3. control, 4. reduction and 5. quitting. A strong will of the individual is certainly necessary to fully give up smoking. However, the Quittr cigarette case is an aid that helps raise a smoker’s awareness of his or her smoking habits and teaches him or her self-control though its functional and attractive design.
The start of the worldwide sales of the Quittr cigarette case will be accompanied by a targeted communication campaign focusing around a video “Here’s to the smokers”, which the Kolektiv company will use to address smokers based on the so-called “positive psychology” principle.
Gregor Fras, head designer: “All anti-smoking campaigns focus exclusively on the negative aspects, the harmfulness of smoking, thereby failing to address a significant proportion of smokers. Our approach here is radically different – we are not anti-smoking, but we are for quitting. And this changes the approach completely. We didn’t ask ourselves how to scare as many smokers as possible but rather how to inspire them to quit smoking. This is what the “Here’s to the smokers!” ad is all about.”
The “Here’s to the smokers!” ad is inspired by the legendary Apple advertisement from the “Think different” campaign called “Here’s to the crazy ones”, which also turned the communication principles used up until then upside down twenty years ago being the first ad not delivering information about a product, but rather about the values of the brand. “In this sense, the ad seemed to be an excellent platform to introduce our novel communication approach to address smokers”, added Gregor Fras.
The Quittr cigarette case is available exclusively by ordering in the online store Quittr.io. The pre-ordering price of the cigarette case is EUR 39.99 with the regular price being EUR 75.