Brian MacLaurin Associates will advise on the hand cream, which offers a nicotine fix without the smoke.
‘It’s a new angle on the smoking ban,’ said Brian MacLaurin account manager Alexandra Heybourne, who is working on the account alongside the eponymous agency head. ‘Instead of just being forced outside, you can now sit inside without harming others with smoke.’
The agency will tackle the anticipated media backlash against the product while attempting to raise its profile among smokers.
Nicofix has already been attacked by anti-smoking groups and Conservative MP Ann Widdecombe has joined in saying: ‘The makers of this product are promoting it as a way to beat the smoking ban. Sadly, there will always be alternatives to smoking which manage to beat the system.’
The ban comes into force in England on July 1. Workplaces will no longer be able to house smoking rooms and pubs and other venues will not be allowed to let people smoke on their premises.
Nicofix is looking to benefit from smokers reluctance to go outside to smoke. The product is produced by US-based firm Advanced Formulations, which says that it is highly addictive.
Nicofix claims on the box it is more economical than cigarettes. Each bottle retails at £10, containing 30 servings of cream.