Since lighters are indispensable to every smoker, the lighter itself was the ideal medium to carry the message: "Each light-up shortens your life. Stop smoking."And on the other side of the lighter: "nicorette gum", "consumer.health@pfizer.com".A marker indicated the shortening of life as the lighter fluid inside diminished.

In the few weeks after the lighters were distributed, Pfizer received a significant number of enquiries on how Nicorette Gum works to help smokers quit.