ANALYSIS: Sale of the week

A nation awakes to the sounds of coughing, spluttering and cursing, the smell of chewing gum and the unmistakable crunch of binge eating.

A nation awakes to the sounds of coughing, spluttering and cursing,

the smell of chewing gum and the unmistakable crunch of binge

eating.



Yes, it’s that time of year when we consign the treasured Zippo to the

desk drawer and shun 20 B&H for a packet of Wrigley’s.



But new year’s resolutions are good news for sales people, as nicotine

patch brand Nicotinell embarks on its annual advertising blitz.



One of the main beneficiaries is Virgin Radio, which has teamed up with

pharmaceutical company Novartis, the manufacturer of Nicotinell, for a

mammoth lung-cleaning drive.



The pounds 150,000, three-month campaign, running until mid-March,

extolls the virtues of a smoke-free existence with the helping hand of

Nicotinell’s patches, mint chewing gum or lozenges.



Steve Taylor, group enterprise director at Virgin parent Ginger Media,

says recent figures show that 70 per cent of smokers want to give

up.



So Virgin is broadcasting a Nicotinell-sponsored series of features

stressing the dangers of smoking and the medical and financial benefits

of quitting.



Listeners who are really at their wits’ end can also visit a website

featuring tips for people who are trying to give up.



As for the other 30 per cent who can’t be arsed - pass the Camels, it’s

time for a fag break.



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