Nicorette to work with BBDO to build brand in Japan

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.