The Nicorette Quitters campaign targeted inexperienced quitters to help them understand the benefits of Nicotine Replacement Treatment (NRT), giving them a better chance of quitting smoking for good – and meaning that they didn’t have to rely on willpower alone.

The campaign is designed to inspire dissonant smokers, as well as e-cigarette users (bewildered defeatists), who want to try to quit again, and to make this attempt to do so their last.

This was a two-pronged - brand/ product and omni-channel approach, ensuring that pharmacists were also given the tools to help advise and offer support to Quitters.