Campaign details

Brand: Nicorette
Brand owner: Johnson & Johnson
Lead agency: Ensemble Worlwide, Universal McCann
Country: Malaysia
Industries: Non-prescription, OTC products
Media channels: Mobile & apps, Online display, Programmatic display, Radio & audio, Websites & microsites
Budget: Up to 500k

Executive summary

For Malay male smokers, the Ramadan (Muslim fasting) month is the perfect opportunity for them to quit, as they are smoke-free for 14 hours throughout their daily fast. Unfortunately, one in two would-be quitters end up relapsing after a few feeble attempts.

We discovered that the triggers to smoke during the Ramadan month happen at specific times of the day. With this in mind, we launched Nicorette Quit Buddy, a system that targeted and encouraged smokers at the times they were most vulnerable.

Market background and context