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NICORETTE // START STOPPING

Smokers know better than anyone that trying to quit is F$#@ing hard. So Nicorette empathized with their frustration by coming right out and saying it. The launch of this refreshingly honest take led to a dollar share point increase of nearly +3; share of category grew for 6 months after 19 months of COVID/recession-induced decline.

Quitting advice can be overwhelming. But with Nicorette, you can start small, and start stopping. The campaign highlights the rollercoaster of emotions one goes through on a quit journey, all without the promise of a magic fix. Instead, we positioned Nicorette as a support brand that is here to help, one step at a time. 
 

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