Ward6 has launched a new campaign for Nicotinell through client Perrigo that asks smokers to unsmoke.
Says Ward6 creative director Grant Foster: “Unsmoke is all about undoing the addiction. While our competitors are sounding similar, bouncing around the term quit’ in their communication, Nicotinell disrupts the conversation with a clear, fresh, one-word call to action – unsmoke.”
The campaign promotes the new Nicotinell Combination Therapy Pack – patch and gum together, which gives a 75 per cent increased chance of quitting verses patches alone.
Says Perrigo marketing manager Ratna Selvaratnam, “The campaign aims to connect with smokers in relatable situations. Whether you unsmoke for your children, your partner or yourself, you’ll have a better chance if you unsmoke the smart way with Nicotinell”.
The call to unsmoke is already in pharmacy and will appear across a wide range of media communication, including TV, outdoor, print, digital and social #unsmoke, kicking off in September.