Nicabate has launched a new direct-to-consumer television advertising campaign to coincide with a predicted back-to-work “spike” in smoking cessation.
The animated TV commercial aims to demystify the physiology behind nicotine cravings and help smokers better understand the smoking cessation process.
Nicabate manufacturer, GlaxoSmithKline (GSK), said the advertisement graphically illustrates a common perception that “when you quit smoking, cigarettes seem to be everywhere”.
GSK said the national campaign is set to drive high levels of smoker interest in Nicabate products at a time when many smokers are making a fresh start for the new year as they return to work after the festive season.
In addition, cigarette bans in licensed premises, alfresco dining areas and outdoor settings like parks are further restricting smoking and contributing to quit attempts, GSK said.
The commercial went to air in late January and is supported by a range of point-of-sale resources, promotions and special incentives, such as the $40 “cash-back” promotion for patches.