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Nicotinell | Great Things Can Happen

Every smoker knows there are one or two daily habitual cigarettes they can do without. So rather than focus on the obvious health benefits of giving up, our integrated campaign for Nicotinell gum disrupted the category by highlighting the simple benefits from quitting just one cigarette, and showed how that could lead to bigger and better things – each step improbable, but somehow possible – to connect the audience with a higher benefit of the product and a better life.