Pfizer breaks new Nicorette campaign
By Adnews Staff
Pfizer Consumer Healthcare has begun a new advertising campaign for smoking cessation product Nicorette. The campaign, created by J. Walter Thompson of Toronto, introduces a character called the Craveling to represent the desire to smoke. At the start of the 30-second television commercial, the character takes the form of a beautiful woman who attempts to tempt a man who is trying to give up smoking. As the man resists this temptation, the character is transformed into a small green creature which is then crushed by a package of Nicorette. "The Nicorette brand team understands how powerful cigarette cravings are for smokers, and believes this ad will encourage Canadians to butt out as they will be able to see their cravings for what they really are," said Christine Da Costa, brand manager for Nicorette. The ad broke on Aug. 31 on conventional and specialty stations.