Magazine article Marketing

ADWATCH: Nicorette Patch Moves Away from Resolutions Market

Magazine article Marketing

ADWATCH: Nicorette Patch Moves Away from Resolutions Market

Article excerpt

Nicorette is attempting to get away from seasonality in its smoking-cessation campaigns.

Nicorette's latest ad to promote its range of patches appears at number five in this week's adwatch table with a recall of 70%.

The 'Sunrise Patch' ad is by Abbott Mead Vickers BDDO. It continues the theme of fending off the now familiar outsized cigarette using Nicorette patches and features a young woman fighting off the pangs associated with nicotine cravings. The Nicorette Patch delivers nicotine through the skin over 16 hours to help relieve cravings and withdrawal symptoms.

Abby Cornelius, account director at AMV BDDO, says: 'The ad follows reality. You don't smoke while you're asleep so why wear a patch when studies have shown that nicotine can disturb your sleep? The ad advocates putting on a patch when you get up to deal immediately with the nicotine cravings.

'It is an important period for Nicorette: a pattern is being created because of the product and its category. …

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