Nicorette campaign develops on Focus Media

Singapore - Johnson & Johnson's nicotine replacement therapy product, Nicorette has launched a poster campaign on Focus Media to promote its new Freshmint Gum variant for smokers. This is the first time Focus Media has adapted banner executions on top of its lift lobby TV screen offering.

The creative visuals, which were done by Proximity, encourage smokers to quit, and use the money saved to buy 'that' dream car or dream vacation. The marketing effort is also being supplemented with advertisements in print and on buses. OMD Singapore handled media duties.

"We are very encouraged by Nicorette's renewed campaign on our network. Nicorette pioneered the use of our cleverly-conceptualized creative posters to reach their desired target audience - the highly-desired but hardest-to-reach group of business executives," Low Teow Seng, GM for Focus Media Singapore, said.