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...