Nicorette hands dollars 40m global task to BMP DDB

BMP DDB has won the dollars 40 million global advertising for Nicorette, the anti-smoking gum, patches and inhaler brand, from Bates Dorland.

BMP DDB has won the dollars 40 million global advertising for

Nicorette, the anti-smoking gum, patches and inhaler brand, from Bates

Dorland.



The London agency will be responsible for the brand in all countries

outside of the US and Canada. BMP has been charged with general

brand-building work as well as product-specific campaigns.



Mats Hakansson, the brand director for nicotine replacement therapy at

Pharmacia & Upjohn, Nicorette’s owner, said: ’We are poised for a new

phase of growth and are determined to develop our international

communications to match the scale of our international business.’



Hakansson added: ’Advertising will play a major role in our future

marketing plans and we wanted a partner to help us develop a unique

image for our brand.’



James Best, the chairman of BMP, said: ’It’s great London has been

recognised as the strategic and creative lead for another global

account. There are one billion smokers in the world so Nicorette has a

lot of room to grow.’



Competition in the ’smoking cessation’ market has increased in the past

six months. SmithKline Beecham, the maker of Nicorette’s main rival,

Nicotinell, launched a nicotine patch called Nicoderm in May. Pharmacia

& Upjohn launched the Nic-orette Inhaler - a product held and sucked

like a cigarette - in December with a pounds 6 million advertising and

marketing campaign.



Media planning and buying for the accounts will remain with Zenith

Media.



Bates Dorland won the Nicorette account from WCRS in January 1997. The

Bates win came as a surprise because of the network’s longstanding

relationship with BAT.



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