'We Got You'

Client: Kenvue (J&J) / Nicorette

Nicorette is used to being the unchallenged Nicotine Replacement Therapy (NRT) category leader. However, in 2021 the combination of existing competitors, a multitude of new entrants plus the dramatic rise in government inspired vaping comms, were all challenging Nicorette's market position. Nicorette’s share of the total Smoking Cessation category had been significantly impacted. It was crucial that Nicorette maintained its grip on the NRT Category. Our goal was to increase market share, increase penetration of smokers and maintain leadership in relevant brand measures.

YouGov data revealed that what unites our core audience segments is that NRT makes them feel in control of their nicotine intake, a feeling we could influence through marketing. We decided to take this notion of control and supercharge it to a feeling of empowerment. We developed the strategic platform,"We got you". We set out to empower our audience to quit by supporting them at every stage of their journey. Whenever they could falter, we wanted them to know, "We got you." Our long term 'We Got You' media strategy delivered exceptional results that exceeded expectations, including increases in market share and brand uplift measures, whilst achieving the highest ever ROI for the brand across the period. Most importantly, with lung cancer causing over 34,000 U.K. deaths annually, we're confident ‘We Got You’ has supported people on their personal journey to quit smoking for good and save lives.