The Nicotinell brand offers a range of nicotine replacement therapies to assist and support the cigarette smoker in their quit journey.
The client needed an overarching creative campaign that complemented the brand tagline 'Helping Smokers to Victory' and covered everything from in-store point-of-sale to promotions and helpful online support tools. From existing research, it was identified that our audience demographic was very broad and the key to any quit journey was simply to make a start in some way, however small. Other leading brands were pushing a dramatic, cold turkey approach which was just too confronting and scary to some smokers. This insight was the basis for the campaign.
I worked on all visual aspects, including tasks such as sourcing appropriate 'real people' stock photography and the clear, helpful website design that included a simple survey to help quitters determine which products were most suitable for their circumstances. I also storyboarded the testimonial videos that showed real-life success stories from everyday people.
