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

project lead

Bree Neely

what we did

  • 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

why it mattered

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.

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