The pharma firm has called in healthcare specialist Virgo Health PR to promote the brand in all global markets where smoking ‘remains the norm'. This excludes the UK.
Johnson & Johnson bought the Nicorette brand from Pfizer in December 2006. Nicorette's product range includes gum, patches, inhalers and microtabs.
‘We will make the most of Nicorette's heritage and experience in order to raise awareness of smoking as a major public health issue and how Nicorette can help,' said Virgo deputy MD Caroline Gosling.
She added: ‘This is an exciting brief for markets where smoking remains the norm, and creating an environment that gives high priority to smoking cessation will be a key objective.'
Virgo picked up the brief from incumbent Ogilvy Health PR after a four-way pitch. Ogilvy Health will continue to handle the UK PR activity for the brand.