The Fresh Mint brand and the Nicorette Graffiti program hit the streets in five key urban markets.Local graffiti artists were asked to paint murals with the Nicorette theme "Small Steps, Big Change" and include the Nicorette logo, package shot and URL. Competition was fierce as consumers voted online for their favourite mural. Winners would be given a permanent, dedicated location for their graffiti mural.

Response to the Graffiti campaign was overwhelming.Over 100,000 people cast their votes, and we received massive PR from local media.Sales of Nicorette grew by double digits in African-American neighbourhoods.