The marketers of Nicorette, the smoking cessation chewing gum, are trying to make sure that breaking the habit doesn't leave such a bad taste in smoker's mouths. The company, GlaxoSmithKline Consumer
Healthcare, plans to break a new ad campaign next month to support the introduction of a new flavor of Nicorette called Fruit Chill. The launch comes after research revealed consumers don't like the
taste of regular Nicorette. . "The taste of Nicorette gum in general has been a barrier to compliance; we're launching the Fruit Chill to combat that," said GSK communications supervisor Jennifer May.
Kimberly Eberl of Chicago PR shop CKPR, which is assisting GSK, was more blunt: "They sat through years of focus studies to hear that their brand was terrible... Smokers wouldn't stick to their
smoking cessation attempts due to the lack of flavor."
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