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