The switch follows NiQuitin CQ’s sponsorship of the BMW-Williams Formula 1 team, a deal, unveiled two months ago, that is the first tie-in between a smoking-cessation product and a Grand Prix racing team.
C&W – whose contract, won without a pitch, was sealed a fortnight ago – is planning a blitz of PR activity that will focus on next month’s British Grand Prix at Silverstone.
M&F had promoted NiQuitin CQ to consumers and healthcare professionals for five years, but GSK repitched the remit as a result of the PR demands of the F1 link-up.
C&W sponsorship head Karen Osborne, who heads a three-strong account team, said work would include media ‘exploitation’ to promote NiQuitin CQ’s involvement in a sport traditionally associated with pro-tobacco messages. Despite the changed remit, it is understood C&W’s fees remain similar to those picked up by M&F.
The NiQuitin CQ range comprises patches, lozenges and gum.
l 90TEN Marketing and PR this week launched a fresh PR campaign for GSK’s HIV products, including Trizivir. The campaign – for which 90TEN has also devised print advertising and online work – is targeting black Africans and the gay community in the UK, in a bid to ‘get them to take a long-term view of their health,’ according to 90TEN director Paul Tanner.