Nicorette 'We Got You'

Nicorette is used to being the unchallenged Nicotine Replacement Therapy (NRT) category leader. The combination of existing competitors, a multitude of new entrants, plus the dramatic rise in government inspired vaping comms as an alternative remedy to quitting smoking, were all challenging Nicorette's market position. Our goal was to get a grip of the market by reaffirming Nicorette’s leadership position as a superior product, to increase market share.

Quitting smoking is one of the toughest things you can do. Research showed us that NRT makes our audiences feel in control of their nicotine intake, a feeling we could influence through marketing. We decided to take this notion of control and supercharge it to a feeling of empowerment. We developed the strategic platform,” We got you". We set out to empower our audience to quit by supporting them at every stage of their journey. Whenever they could falter, we wanted them to know, "We got You’. 'We got You' is a first of its kind strategic approach to helping individuals to quit smoking for good, because at its heart is the understanding of the emotional rollercoaster and the ebbs and flows of nicotine addiction. The results of the campaign were breathtaking.