A lot of products and programs designed for quitting smoking focus on telling smokers why they should quit. No one bothered asking them why they wanted to quit.
My Role - Art Direction, Design
At Epsilon with Daniel Dauphin (CW), Bill Wiechers (CD)
"...one of the most successful campaigns in smokers health history..."
Lisa Maxwell, Global Marketing Director at GlaxoSmithKline Consumer Healthcare
Nicorette & NicoDerm CQ brand sales went up by 4.6% overall
Nicotine Replacement Therapy category sales improved by 2.4% overall
50,000 stores participated, including top retailers:
Walmart, Target, Walgreens, Rite Aid, CVS, Sam's Club and Costco
A 54% increase in fans for Nicorette's Facebook page
A 107% increase for NicoDerm CQ's Twitter following
220,764 sweepstakes entries
71,000 "WHY" stories shared
5 original story placements (ABC News Online, WNBC New York Live, Yahoo! Health, Self.com)
53,000+ new registrants into the brand database