Nicorette - Sold not dispensed: the power of consumer brands vs. pharmaceutical brands

Toby Horry and James Miller

This paper discusses the 2001-04 multi-country campaign for Nicorette, the quit-smoking aid from Pfizer.
Agency: Abbott Mead Vickers.BBDOAuthors: Toby Horry and James Miller

Nicorette – Sold not dispensed: the power of consumer brands vs. pharmaceutical brands

INTRODUCTION

This paper is about the power of consumer brands to cross borders. It's about the international growth that resulted from taking a product out of its natural pharmaceutical environment and repositioning it as an integrated consumer brand.

There are lots of IPA papers about successful pharmaceutical brands but none about successful international pharmaceutical brands. Pharmaceutical brands don't travel. They tend to be constrained by cultural attitudes towards health and medicine which vary widely across...

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