Increasing sales through better insights 02/25

"Emotional" support through media

CHALLENGE 

• NiQuitin aimed to be #1 in the market, but competition was tight

• Nicorette, Nicotinell, NiQuitin: 3 brands which all sound the same, how could we stand out?

THE MEDIACOM DIFFERENCE

• Our insight: when someone is quiting smoking, nothing is more motivating than knowing they aren’t alone

• We created “Reality Quiting”, following the ups and downs of a real life smoker during her attempts to quit

• Our Quitter’s Diary was shown in TV, online, press and radio

RESULTS

• Sales increased 40%

• We maintained awareness levels out of season – a first for this category!

• Shortlisted at the Cannes Media Lions 2005