Nicorette: The Taste Drive

Nicorette, a nicotine replacement therapy brand, increased awareness and sales of its new lozenges in the US by partnering with former smoker and NASCAR legend Dale Earnhardt Jr.

Campaign details

Brand: NicoretteAgency: Weber Shandwick

Strategy

Objective

Despite the warnings and negative health effects, it is estimated that 34.4 million Americans still smoke cigarettes.1 Cigarettes are addictive by design, making it difficult resist the intense cravings to quit smoking for good.

In a world where vapes/e-cigs have blurred the lines between quitting and switching, and essentially made smoking cool again, how does a brand with a 23-year heritage of helping smokers to quit ignite consideration and conversion to completely break free from the habit?

Target Audience

American adults (25+) who smoke combustible cigarettes and...

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