The Nicorette Quitters campaign targets inexperienced quitters to understand the benefits of using Nicotine Replacement Treatment (NRT) to quit smoking for good – above relying willpower alone.

​

It’s also designed to inspire dissonant smokers, as well as e-cigarette users (bewildered defeatists), who want to try to quit again, and to make this attempt to do so their last.

​

The campaign was two-pronged - brand/ product and omnichannel - ensuring pharmacists were also given the tools to help advise and offer support to Quitters.