The Objective:

Nicosure, a new-age NRT (Nicotine Replacement Therapy) product by ITC was about to hit the market and they wanted to create an impact when that happened. The challenge however was the fact that the Nicotine gum market is highly regulated, and the legal parameters that came with the ITC name were stringent.

The Idea:

The only way to make a real impact was by creating a safe, yet extendable space for Nicosure where we could both tell people about our product and have fun while doing it. So, for our launch, we shifted the focus from the commonly leveraged pillar of product efficacy to product versatility and its easy-to-use & carry aspect. Since tobacco urges make an unexpected entry every time, we wanted to tell audiences that Nicosure is there to help them control these tobacco urges, anytime, anywhere!

The Execution:

The marquee assets for the launch were our DVCs – 2 videos that quirkily brought to life the ill-timed and unexpected nature of tobacco urges and how pretty much anything can trigger them. Film 1 showcased a cop fighting a tobacco craving while on pursuit, while Film 2 showcased a filmgoer fighting a tobacco craving mid-movie. To build more use cases for our anytime, anywhere proposition we also created a slew of reels and social media content that reinforced our message.

The Results:

• The launch campaign on digital, using various content formats and communication pieces, recorded an impressive: 87+ Mn impressions