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NicoDerm CQ
The Power to Calm. The Power to Comfort. The Power to Quit Successfully

RAN IN: United States

CLIENT
Smith Kline Beecham Consumer Healthcare

AGENCY
Jordan, McGrath, Case & Partners *Lead Agency


SUMMARY

Recognizing the hard truth about quitting smoking made NicoDerm CQ the #1 patch, capturing over 90% of the patch segment's share. Our competition promised smokers a quick, simple way to quit. But smokers know quitting is excruciatingly difficult and that cravings will make them miserable while they are quitting. Our campaign, "The Power to Calm, The Power to Comfort, The Power to Quit Successfully" empathizes with smokers, reassuring them that CQ can help them deal with the cravings that make quitting such an angst ridden experience.


Language: English