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

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...