NICORetTE: TASTE TEST DRIVE

Nicotine lozenges are a powerful way to help people quit smoking. Only problem? Most don’t taste great. (Or so they tell me. I’m not a smoker, although I probably inhaled enough secondhand smoke as a kid in the ‘70s to qualify as one.) So when Nicorette decided to make a better-tasting lozenge—the Coated Ice Mint lozenge—we enlisted a famous ex-smoker to take interested quitters on a “taste test drive”: NASCAR racing legend Dale Earnhardt, Jr..

First, Dale Jr. told us his own story about how hard it was to quit smoking.

Then, he took his cousin Danny on a “taste test drive”—and brought millions of viewers along for the ride:

We supported it all with a massive PR outreach program that featured appearances/mentions in media including Good Morning America, Sports Illustrated, Forbes, Bleacher Report, and more.

Results:

• 289 earned media placements

• 1.3 billion impressions in less than two days

• 500 million impressions for YouTube masthead video alone

• Top 10 brands of the quarter for YouTube

Role: Co-GCD