/
1
2
3
·
·
·
There are thousands of scientific studies about quitting smoking. All of which, we felt, could be boiled down to two very unscientific words; It sucks.
With Nicorette, we had an opportunity to speak honestly with smokers about quitting for perhaps the first time in their lives – to tell them that despite what other companies might have them believe, there is no magic bullet.
Our campaign promise was simply that quitting will, indeed, suck, but that we can help it to suck less. And further, that the difference between sucking and sucking less can mean everything when you’re trying to quit.
In support of this idea, we created a 360 campaign of TV, print and digital that centered around our Suckometer machine and app, which allowed quitters to log their mood, track their progress, and get tips and support from others smokers in the Nicorette community.
The results were huge, which on a project like this, felt pretty gratifying. Getting Johnson & Johnson to use the word “suck” felt pretty good, too.