David Blecken
Sep 5, 2016

Nicorette to work with BBDO to build brand in Japan

Johnson & Johnson awarded BBDO the business without a pitch.

Nicorette's 'Do something amazing' campaign tells the stories of those who have managed to quit smoking.
Nicorette's 'Do something amazing' campaign tells the stories of those who have managed to quit smoking.

TOKYO - BBDO Japan will lead creative duties for Nicorette in the local market. According to a statement from the agency, it will be responsible for “bringing the brand to life” with localised work under Nicorette’s global ‘Do something amazing’ positioning. The campaign introduces real-life stories of people who have successfully stopped smoking using Nicorette products.

“Giving up cigarettes remains a great challenge for smokers so we need to produce work that can motivate and encourage them to maintain their willpower, so our work will need to be understanding and compassionate,” Tony Harris, CEO of BBDO Japan, said in the statement.

BBDO was not able to provide further information on Nicorette’s aims in Japan or the budget for the account. The brand became Japan’s first over-the-counter smoking cessation product in 2001. It is distributed by Takeda Pharmaceuticals and its products include gum, tablets, lozenges, inhalators and oral and nasal sprays.

Smoking is still relatively widespread in Japan. However, according to a recent study by Euromonitor, the Japanese tobacco market fell in 2015 largely due to increasing health consciousness that is leading more smokers to try to quit. Tobacco companies are responding by introducing more novelty products, including flavoured cigarettes. At the same time, e-cigarette products are growing in popularity in Japan, which is something of a test market for vapour devices.

BBDO also works on Johnson & Johnson’s Band Aid and Body Care brands. The first work under the new partnership is expected to launch in October.

Source:
Campaign Japan

Related Articles

Just Published

7 hours ago

Havas warns of ‘reputational’ risk from fossil-fuel ...

The Vivendi-owned agency group made the disclosure in its stock market prospectus.

7 hours ago

MediaSense buys R3 as it eyes global client ...

Combined business will work for brands who spend more than $60 billion on marketing and media investment.

14 hours ago

40 Under 40 2024: Hai Anh Vu, Publicis Media

Vu’s rapid and assured changes upon joining Publicis resulted in positive transformation across business and talent in just two years.

16 hours ago

BWS’ new ad says 'take your time'—even if you’re ...

BMF’s latest campaign for the Aussie beverage giant features a procrastinating partygoer who hilariously proves that 'on my way' can mean anything but.