Nobody likes to admit that they’re an addict. Offering smokers a remedy against the habit often falls on deaf ears.

In smoking zones in stations, it’s different. Nobody can actually claim they’re enjoying their cigarette. In the small, restricted areas, everyone is made fully aware of their habit.

A floor sticker was pasted on top of the yellow boundary lines that mark the smoking zone. Like in a blueprint, it shows an open door – an exit from the habit. The reference to www.nicorette.de paved the way for the first steps out of the habit.

During the campaign, Nicorette registered an increase in traffic on www.nicorette.de. Chemists also saw an increase in the numbers of queries for Nicorette products.