DIRECT: Nicorette in 'quit smoking' DM

Pharmacia is launching a festive direct marketing push for its

Nicorette nicotine replacement brand in a bid to encourage smokers to

kick the habit as part of their New Year's resolutions.



The pharmaceuticals company is sending advent calendars to smokers

registered on the Fresh Start programme, and offers tips for

distractions when craving for cigarettes is difficult to overcome.



The initiative, created by Proximity London, comes on the back of

research by the company which reveals that 90% of smokers want to quit,

but only a small proportion believe they will be able to do it.



Pharmacia hopes the campaign, called 'Start the New Year by stopping',

will encourage smokers to adopt a day-by-day approach to giving up

smoking.



A high proportion of smokers who aim to kick the habit as part of their

New Year's resolutions return to smoking shortly afterwards.



The advent calendar is being supported by an online campaign which

features an interactive screensaver e-mailed to smokers who have

registered for the online version of the Nicorette Fresh Start

programme. The screensaver works on the same premise as the calendar,

with would-be quitters receiving tips each day.



Brand advertising for Nicorette is handled by Proximity London's sister

agency, Abbott Mead Vickers BBDO. Proximity London has held the

Nicorette account since last year. AMV also handles the government's

anti-smoking advertising business.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers