Nicorette Ice Mint
Our Creative Director and ACD had just left the agency. Suddenly, I was the only creative on Nicorette.
Not ideal.
Especially since GSK had decided it was time to review the TV business.
So I started writing.
On pitch day, four agencies walked in with teams of creatives.
I walked in alone.
It won.
The campaign became Wunderman Thompson's first Nicorette television campaign, growing into an integrated launch across TV, digital, social, and photography.
Role: Led concept development and pitched the winning campaign. Following the win, helped build the integrated campaign from scripts and storyboards through production across television, digital, social, and photography.
Beyond the Spot
The campaign extended beyond television with a series of short films, turning everyday slip-up moments into small victories powered by Nicorette Ice Mint.
Bringing It to Market
Nicorette's first product launch in over a decade became an integrated campaign across television, digital, dynamic creative, interactive experiences, and a redesigned homepage turning one idea into a connected launch experience.
Content Partnership
A partnership with Deadliest Catch brought Nicorette Ice Mint into a real quitting journey, showing the campaign could live naturally beyond traditional advertising.
Where it Began
Every campaign starts with an idea. This was the original pitch that won the business and became the creative foundation for everything that followed.
Nicorette – It Couldn't Be Done
Sticking to it is tough. It's even harder when you're trying to give up something you love – like smoking. There are rough days, and times you slip up. But there can be amazing moments, too. Small moments of victory each time you beat a craving and pass up a cigarette. With Nicorette, every day is a chance to feel that strength and success.
So, let's begin.
The tagline changed, but this anthem won the business.