Nicorette through this idea tapped into a key trigger for use of the product. What we found was that smokers only think of quitting with a product like Nicorette when they have to spend long stretches of time in non-smoking spaces. Added to that, we also found the support of their loved ones helped them get through the journey to quit smoking more successfully. And this idea helped offer that too.

An honest and unique campaign from a brand to create tobacco-free environment, it was deemed a phenomenal success. Over 1.1 million sq. ft. of space was donated by more than 1,580 donors. It created a massive 1,80,000 opportunities for people to see the brand.

It also made the Nicorette brand synonymous with quitting tobacco.