Pfizer Consumer Healthcare

This campaign for the launch of Pfizer Consumer Healthcare's Nicorette Gum Handy Pack - which helps people to stop smoking - won gold at the 2007 DMA Awards in the field marketing category.

Pfizer Consumer Healthcare

The Blue Water Agency

CATEGORY

Field Marketing

THE TEAM

Nicola Hollins Raj Nagjil Stewart Wells Matt Fisher Suzanne Leahy

WHAT IS WONDERFUL...?

We put Nicorette directly in front of cigarette purchasers, giving them the option to quit at the point of puff. We went from zero to 62% distribution in the impulse convenience sector, with 8,703 new distribution points and an ROI of 4.5:1.

OBJECTIVES

Take Nicorette Gum Handy Pack to a new market creating a new category, gain as wide a distribution as possible and eclipse the opposition.

STRATEGY AND TARGETING

The...

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