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Nicorette
Quit smoking to start new life with Nicorette

RAN IN: Russia

CLIENT
Johnson & Johnson LLC

AGENCY
The Neighborhood *Lead Agency


Wavemaker *Lead Agency


Mark Race


FOUNDATION OF ASSISTANCE TO NATIONAL PUBLIC HEALTH PROJECTS "HEALTH AND DEVELOPMENT"


SUMMARY

In Russia, every third adult is a smoker, while 68% want to give up this habit, and only 8% decide to do it with smoking cessation remedies. To motivate smokers, Nicorette has developed communication platform “Quit to start a new life” - a life free of dependence and full of new opportunities. For three years, this platform has evolved in various channels. Brand motivated smokers through the stories of real heroes of reality shows, developed an online app in the coach format,and based on the profiles of its audience, offered each type of smoker personal message and relevant product format

CASE STUDY

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CASE VIDEO


Audience: Target audience is smokers who want to quit (68% of total), because support is effective only if you have desire to achieve results. Men and women under 35**is core. Usually, they have already tried to quit 2-5 times in life***,but the majority (57%*) use only willpower, not drugs and probability of success in this case is 5%****. We can dedicate* 2 main groups of smokers- "heavy" (smoke >15 cigarettes / day) and "light" (

Objectives: 1) Keep leading position in the category (№1 by brand power) 2) Achieve business goals: increase sales faster vs PY on the main formats - spray and chewing gum, increase brand market share 3) Increase smoking cessation awareness and effectiveness (KPI: Creating a learning platform and a positive response to it, Improving perception of effectiveness in researching brand strength) 4) Increase the motivation of smokers to quit through their interest in the brand.  

Type: B2C

Language: English, Russian