Nicorette - Sold not dispensed: the power of consumer brands vs. pharmaceutical brands

Toby Horry and James Miller

This paper discusses the 2001-04 multi-country campaign for Nicorette, the quit-smoking aid from Pfizer.

Agency: Abbott Mead Vickers.BBDO

Authors: Toby Horry and James Miller

Nicorette – Sold not dispensed: the power of consumer brands vs. pharmaceutical brands

INTRODUCTION

This paper is about the power of consumer brands to cross borders. It's about the...

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