Nicotex: I Can You Can

Nicotex, a nicotine gum brand, encouraged consumption in India by launching an episodic reality series that saw ex-smokers and intended quitters travel to Everest Base Camp and quit smoking, their own personal Everest.

Situation Analysis

Nicotex as an NRT (Nicotine Replacement Therapy) brand enjoys high awareness in the category, but low on consideration. It also operates in one of the most challenging space when it comes to communication. Firstly, it aims at addressing an addiction and changing user habits and mindset, which is an up-hill task by itself. Secondly, smokers have very little faith in NRTs.

Whether it's the Public Awareness Campaigns or competition within the category, the traditional 'Quit smoking' communication highlights the ill-effects of smoking. They tend to be preachy and often resort to gory images.

Every smoker knows the hazards...

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