Nicorette gum has launched a new television commercial extending the ‘Nicorette. Because you’re bound to be tempted’ theme introduced last May.
The new 30-second spot, called ‘Flushed,’ features a woman in a high-stakes poker game. The other players are a James Bond-type, a diplomat and an army officer.
The woman become increasingly nervous as a cigarette burns in an ashtray nearby. The men think she is cheating as she reaches for her purse under the table, but she is really reaching for her Nicorette.
Later she is shown relaxed, having won all the chips. The men are left with nothing but their underwear.
The commercial is airing nationally in both English and French. A third spot in the series, from SMW Advertising in Toronto, will be added this fall.
The first spot in the series featured a man in a bar tempted, not by all the attractive women nearby, but by the cigarettes they were smoking. A 60-second version of this execution is running on airlines.
The strategic focus for Nicorette has been changed since the product was first introduced. Through research, it was found that people who are not ready to quit smoking were more willing to pay attention to an entertaining, non-medicinal approach.
The media plan has also been modified. Initially, January and September were the key advertising periods. But because people quit smoking at various times throughout the year, the campaign is now ongoing.
The new strategy has contributed to a 25% rise in sales.
Nicorette is a product of Hoechst Marion Roussel Canada of Montreal.
