Cold Turkey: How a giant cigarette took Nicorette to brand leadership

The case describes a campaing that sought to make Nicorette the number one NRT brand by end of 2001, as measured by sales/market share and brand/advertising KPIs.

Cold Turkey

How a Giant Cigarette Took Nicorette to Brand Leadership

BUSINESS CONTEXT AND OBJECTIVE

Context

In 2000, Nicotine Replacement Therapy (NRT) was one of the fastest growing (10%pa) and most profitable categories in pharmacy. The total category was...