Nicorette: Start Stopping

Nicorette, a Nicotine replacement therapy (NRT) brand, launched a campaign in the US to reposition itself in a way that boosted relevance and drive growth.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Faced with a fast-changing competitive landscape, Nicorette was losing share to better-tasting, cooler-looking quit alternatives. The efficacy claims and medical endorsements that had made us a leader in the stop smoking category were no longer enough - we needed a new positioning that would get smokers to rethink our offering.

So, we dug into survey data about smoking attitudes and behaviors, then listened to real smokers about their relationship with cigarettes. Most brands in the quit category were talking about how much smokers hated smoking, but the...

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Insights Team
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