Nicorette, a market leader in Nicotine Replacement Therapy, was losing gum-market shares to competitors offering a more candy-like product. The new soft gum Pepparmint was launched to turn the trend. As chewing is believing, the launch was based around sampling, and for effective and broad impact most of it was done online from www.nicorette.se. Parallel to this we let Nicorette¹s now famous Craving Man lead his own online campaign on www.smokeweek.se, to save smokers from the dangers of Pepparmint use. The target of 10,000 ordered samples was quickly reached and as we write this, 23,000 people have ordered samples.