IPA Effectiveness Awards 2006: Silver Award - Best Idea

Campaign title: Cravings man
Client: Pfizer
Agency: Abbott Mead Vickers.BBDO
Authors: Toby Horry and James Miller, Abbott Mead Vickers.BBDO
Media used: TV, print, outdoor, interactive, PR, ambient, sales

IN A NUTSHELL: Nicorette grew from $194 million to $295 million in sales and established itself as the market leader

SUMMARY: Pfizer had big aspirations for Nicorette to make it a billion-dollar global brand by 2010. The brands that successfully cross borders are consumer brands based on real insights about their target audience that connect with people emotionally, not just clinically. This paper shows how taking Nicorette out of its pharmaceutical environment and repositioning it as an integrated consumer brand allowed them to meet their goals. From 2000 to 2004, largely on the success of the "cravings man" campaign, Nicorette grew from seven advertised countries to 16, from $194 million to $295 million in sales and established itself as the market leader.

JUDGE'S COMMENT: This is a very complete and clear case study that shows a good return on investment supported by solid data. In a growing market the campaign, formed on a great idea, was able to keep the brand ahead of the competition by convincing would-be quitters that Nicorette was the product to help them give up smoking.

- Marc Sands, marketing director, The Guardian.