GlaxoSmithKline (GSK), maker of Nicorette, has teamed up with CKPR to introduce smokers to its new fruit-and-mint flavored gum, Nicorette Fruit Chill.
Objective: The outreach effort highlights the taste of the product and offers support to people who want to quit smoking, incorporating ideas developed by current and former smokers, as well as the Nicorette Quit Team, a panel of five certified smoking-cessation experts.
Idea: To introduce smokers to the gum's new flavor, GSK is setting up pop-up smoking-cessation centers, or Stop Shops, that offer free counseling for smokers and their families, as well as nicotine replacement therapy and quit tools. "Smokers are really blown away by how good the new flavor of gum tastes," says Dan Pooley, SVP and director of strategic communications for CKPR. The Stop Shops will appear for brief periods of time in cities across the country, with the first stop in New York's Times Square on Apr. 19. The tour will continue to Atlanta, Chicago, Houston, and Phoenix.
Tools: Nicorette is supporting the launch with an integrated marketing campaign, including print, broadcast, and online advertising. It's also offering an online support community for smokers at FruitChillMillion.com. The Web site provides smokers with real-time advice and customizable quit plans. Also, a $1 million consumer sweepstakes will reward one quitter in early 2007. "This is really about brand building and perception change built around one of the most powerful addictions you can have," notes Pooley.
Measurement: CKPR will track traffic to the Web site and how many people sign up for the sweepstakes, as well as how many people enter each of the Stop Shops and try the product during the tour this summer.
Campaign: Nicorette Fruit Chill Million Challenge
PR Team: CKPR
Other marketing: Advertising