Magazine article Marketing

Marketing Society Awards for Excellence 2005: International Brand Development

Magazine article Marketing

Marketing Society Awards for Excellence 2005: International Brand Development

Article excerpt

WINNER Client: Pfizer Agency: Abbott Mead Vickers BBDO  COMMENDED Client: Visit London Agency: In-house 

Pfizer's Nicorette had been firmly marketed to its natural pharmaceutical environment since its introduction in 1967.

But the company realised that to establish the brand as the dominant player across Europe, there was a need to reposition Nicorette as a consumer product that was sold rather than dispensed.

The strategy centred on the insight that it is difficult to promote a pharmaceutical brand across regions, but a consumer brand can cross borders if it is built on fundamental human truths and insights.

It was difficult to find an approach that resonated with all consumers, given the varied attitudes to giving up smoking across Europe, but research identified a unifying factor - to make smokers feel the product was for them, rather than against them.

The resulting campaign strapline, 'Beat Cigarettes One at a Time with Nicorette', left consumers feeling empowered. The creative device for the advertising was 'Cravings Man' - a 2.5m-high cigarette with arms, legs and a face. …

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