Nicorette: Taste Test Drive

Nicorette, a nicotine replacement therapy brand, increased awareness and sales of its new lozenges in the US by partnering with former smoker and NASCAR legend Dale Earnhardt Jr.

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...

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