“The Craveling” was a character created for TV to embody a person’s need for nicotine. Nicorette was positioned as the consumer's best friend and confidant as they worked toward controlling their cravings. We needed to bring “The Craveling” into a retail environment. To this, we worked the imagery into various retail pieces, differentiating Nicorette from the competition, which hadn’t brought their imagery in-store. The display included brochures, coupons, and scratch-and-win games. Product information drove consumers to www.nicorette.ca for a chance to win a smoke-free Caribbean vacation.

Sales increased 4% during the promotional period over the previous year. Nicorette kept consumers away from the private-label products and grew the franchise as well. Both the number of users and sales increased as a direct result of this promotion.