Nicotine replacement therapies (NRTs), such as Nicorette gum, double a smoker's chances of quitting, but many people don't try the gum or finish treatment because they don't like its taste.
"Taste is the number one barrier to quitting with Nicorette," says Patrick Seiffert, senior brand manager for Nicorette, a GlaxoSmithKline (GSK) Consumer Healthcare brand. "We had to change this perception."
GSK developed Nicorette Fruit Chill, a coated, fruit-flavored nicotine gum, and enlisted CKPR for the launch.
"GSK challenged us to change the ...