Nicabate manufacturer GlaxoSmithKline (GSK) and online dating service RSVP are joining forces to help smokers quit.
The joint promotion will encourage RSVP members who smoke to kick the habit, thereby improving their chances of romance.
The campaign will use direct email, celebrity blogs, member incentives and online advertising to direct smokers to Nicabate’s online support service at
www.click2quit.com.au.
GSK marketing manager, Nilesh Patel, said the promotion aims to grow the therapeutic nicotine category by encouraging new quit attempts and longer-term compliance.
"Smokers hear a lot about the health benefits of quitting but less about the social and romantic benefits.
"If we can encourage thousands of RSVP members to see the dating benefits of a successful quit attempt with therapeutic nicotine, then Nicabate is continuing to help grow the category," she said.