Agency: BMP DDB | Author: Claire Miller |
Nicorette: 'Relieving Sailors Urges'
INTRODUCTION
In a category dominated by bland, formulaic product advertising, this paper demonstrates how clever planning identified a clear role for advertising which led to a reinvention of the Nicotine Replacement Therapy (NRT) market, and a more strategically sound and creatively inspiring way of supporting the brand.
THE MARKETING SOLUTION
BMP DDB won the business for Nicorette in June 1998. The client brief was to make a global ad campaign in three months, no mean feat! So to the data we quickly went.
Nicorette had always been the...