TASTE TEST DRIVE

Nicorette knows that encouragement from successful former smokers is the most powerful way to connect with aspiring quitters. Coupled with the insight that driving is a major cigarette cravings trigger, we launched an integrated program with ex-smoker and NASCAR legend, Dale Earnhardt, Jr., who invited smokers everywhere to take Nicorette’s new lozenge on a Taste Test Drive. 

Our campaign didn’t just grab media attention (272 placements for a potential audience of 1.3B), it encouraged smokers everywhere to come along for the ride.

Taste Test Drive: Dale, Jr. & his cousin Danny

Dale, Jr.’s Quit Story

Taste Test Drive: Fan Surprise