Nicorette & Nicoderm CQ

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)

" 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,
53,000+ new registrants into the brand database