Campaign details
Brand: GSK Consumer Healthcare, Nicorette Agency: Weber Shandwick
In a world where vapes/ecigs have blurred the lines between quitting and switching, and essentially made smoking cool again, how does a brand with a 23-year heritage of helping smokers to quit ignite consideration and conversion to completely break-free from the habit.
Despite the warnings and negative health effects, it is estimated that 34.4 million Americans still smoke cigarettes.* Cigarettes are addictive by design, making it difficult to quit smoking for good and resist the intense cravings.
With popularity of e-cigs/vapes increasing, sleek marketing and pleasurable smoking...