Nicorette knows that advice from people who have successfully quit is the most powerful way to connect with smokers who are trying to quit. Combined with the insight that driving is one of the top cravings triggers, we launched an integrated program with ex-smoker and NASCAR legend, Dale Earnhardt Jr., who invited smokers everywhere to take the Nicorette lozenge on a Taste Test Drive.
Our campaign didn’t just grab attention (272 placements for a potential audience of 1.3B), it encouraged smokers everywhere to come along for the ride.
MEDIA COVERAGE
Good Morning America