Nicorette

Campaign in 1999 by BMP DDB for Nicorette nicotine replacement therapy (NRT). Research showed Europe-wide cynicism about NRT, due to over-claiming.
Agency: BMP DDBAuthor: Claire Miller

Nicorette: 'Relieving Sailors Urges'

INTRODUCTION

In a category dominated by bland, formulaic product advertising, this paper demonstrates how clever planning identified a clear role for advertising which led to a reinvention...