Nomadic Marketing: Glaxo Uses 'Pop-Up' Stores To Push Nicorette
Ad Age, Friday, April 21, 2006 12:30 PM
Lots of marketers use brick-and-mortar to give them a physical retail presence to promote their brands, but GlaxoSmithKline is using bricks-and-gum. Actually, the pharma giant will be temporarily renting retail locations in major markets to promote its Nicorette brand of smoke-cessation gum. The first store went up April 19 in a temporary space on Manhattan's 42nd Street and closes April 23, moving on with similar "pop-up" locations in Atlanta, Chicago, Phoenix and Houston. Dubbed the Nicorette Stop Shop, the locations don't just offer the product, but serve as a smoking cessation clinic, providing consumers with one-on-one counseling, health assessments, educational videos, podcasts, and other valuable tools.
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