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...