NEWS: Nicotinell takes on Nicorette gum with Mellors Reay TV ad

Zyma Healthcare is putting pounds 1.5 million behind a new initiative to firmly establish the gum version of Nicotinell, which helps smokers to break the habit.

Zyma Healthcare is putting pounds 1.5 million behind a new initiative to

firmly establish the gum version of Nicotinell, which helps smokers to

break the habit.



Although the brand claims leadership of the nicotine-patch market with a

70 per cent share, it currently has only 15 per cent of the pounds 15.8

million nicotine-gum sector, which is dominated by its biggest rival,

Nicorette.



The campaign, breaking nationally this week through Mellors Reay and

Partners, is aimed at encouraging trial of Nicotinell gum - available in

the original fruit and new mint flavours - which was launched last

summer. Media is being bought by CIA Medianetwork.



The campaign is being spearheaded by a 30-second TV spot, using complex

post-production techniques and featuring animated smoke rings.



It took the director, Simon Martin, and the post-production house,

McCallum Kennedy d’Auria, five weeks to produce the film, which involved

shooting a vat of smoke and ‘bending’ its rings to produce the necessary

shapes.



The commercial was written by Gary Dawson and art directed by Scott

Bain.