GlaxoSmithKline launches new Nicorette campaign

GlaxoSmithKline is set to launch a new publicity campaign surrounding its smoking cessation brand Nicorette.

In a bid to speak to smokers in a “candid and honest way”, a new series of TV, newspaper and magazine advertisements that bear the tagline ‘Nicorette makes quitting suck less’ will be introduced.

According to the firm, previous studies have shown that Nicorette gum can double a smoker’s chances of quitting and remaining smoke-free for six months and beyond.

The product does this by providing controlled doses of nicotine to curb the symptoms of withdrawal.

“The campaign is designed to engage smokers in an honest way by reaching them with a message that shows the brand understands what they are going through,” stated Michael Roe, marketing director of the smoking control unit at GlaxoSmithKline.

In related news, the firm announced last month that the World Health Organization (WHO) awarded prequalification of global use to its H1N1 vaccine Arepanrix.