In a category where other brands tend to preach, we chose to be real, and let successful quitters do the talking for us. So, we created an interactive, user-generated focused site that turned the spotlight onto successful quitters, people who’ve been there and get how hard it is to quit.
Working with celebrity Chef Michael Voltaggio, we shot a series of quit stories that highlighted the value of support. With :30s running on Spotify, Pandora, and display, we put the call out and collected 100s of successful quit stories. The result? An ongoing interactive celebration of quitters, millions of impressions on social, and triple the normal amount of Nicorette boxes flying off the shelves.