The latest from OTC Perspectives

GSK Lights Up New Nicorette Campaign

GSK launched a new $15 million campaign for its OTC nicotine gum Nicorette during primetime TV on December 7th. The campaign, which features the tagline "Quitting Sucks. Nicorette Makes It Suck Less," were created by TBWA\Chiat\Day and launched on ABC, CBS, CW, and NBC and will air until April. The campaign also features print ads with "an open letter to cigarette lovers." These "letters" will run in national magazines such as ESPN, People, Time, and Entertainment Weekly.

Commenting on the creative of this campaign in a GlaxoSmithKlein press release, Mark Figliulo, chief creative officer at TBWA\Chait\Day New York notes, “In order to truly connect with smokers, we realized that we needed to change how we speak to them about quitting.  The campaign is designed to engage smokers in an honest way by reaching them with a message that shows the brand understands what they are going through, and that Nicorette is on their side.”

The campaign is launching around the Christmas holidays and New Years, a time when many smokers resolve to quit in the coming year.  "It's a point in time when millions of people are looking for help and we'd like to be there for them," Michael Roe, marketing director of U.S. Smoking Control at GSK Consumer Healthcare told Forbes.