Nicorette Sampling Puts Feet on the Street: MS3 Solutions

CHALLENGE

Efficiently reaching smokers – a target without a unifying demographic – to launch a new flavor of Nicorette Stop Smoking Gum

Strategy

Reach smokers on the street as they take a "cigarette break" at work, concerts, at the theatre

Solutions

• Create a custom, focused street marketing program with hand-to-hand sampling of the new Fresh Mint flavor

• Educate consumers and generate trial by including a product coupon

Results

• 2.5 million samples distributed in 8 major markets