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.



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