Pfizer wanted to specifically target members of the global media for enhanced editorial pickup on its Nicorette brand of smoking cessation products.

• Messaging, pitches and media releases for global Nicorette News Bureau campaign
• Differentiated collateral for angles including “Quit With the One You Love” and “World No Tobacco Day”
• Direct-to-consumer tips to quit smoking and information on how to best use the products

Anyone who’s lost a loved one to smoking-related disease can explain why this campaign mattered. From a financial viewpoint, Pfizer saw increased editorial coverage of its products in international markets that had been somewhat reluctant to discuss negative impacts of smoking.