Perrigo asks smokers to unsmoke in newly launched campaign for Nicotinell via Ward6
Ward6 has launched a new campaign for Nicotinell through client Perrigo that asks smokers to unsmoke.
Says Grant Foster, creative director, Ward6: “Unsmoke is all about undoing the addiction. While our competitors are sounding similar, bouncing around the term “quit” in their communication, Nicotinell disrupts the conversation with a clear, fresh, one-word call to action: unsmoke.
The campaign promotes the new Nicotinell Combination Therapy Pack – patch and gum together, which gives a 75% increased chance of quitting verses patches alone.
Says Ratna Selvaratnam, Marketing Manager, Perrigo: “The campaign aims to connect with smokers in relatable situations. Whether you unsmoke for your children, your partner or yourself, you’ll have a better chance if you unsmoke the smart way with Nicotinell”.
The call to unsmoke is already in pharmacy and will appear across a wide range of media communication, including TV, outdoor, print, digital and social #unsmoke, kicking off in September.
Client: Perrigo Australia
Marketing Manager: Ratna Selvaratnam
Agency: Ward6
Creative Director: Grant Foster
Senior Copywriter: Steve Samuel
Strategy Director: Scott Davis
Innovation Director: Danny Corcoran
Group Account Director: Sam Karim
Account Manager: Luke Smith
Production Company: Versus Media
Director: VERSUS
Photography: Stuart Miller / Flipp