CLIENT
GlaxoSmithKline
Amardeep Kahlon, Brand Mgr. - NicoDermCQ
Bill Slivka, VP - Smoking Control and Strategic Development
Karen Scollick, President - GSK Canada
AGENCY
John Staffen, Chief Creative Officer
Barry Silverstein, EVP - Group Dir.
Linda Watson, SVP - Account Dir.
Rema Chandramohan, VP - Management Supervisor
Cheryl Loo, Account Supervisor
Julianna Bogdanski, Senior Brand Planner
Jessica Post, Management Supervisor
Michele Gussman, Copywriter
Scott Kemper, Producer
SUMMARY
In April 2004, NicoDermCQ was faced with a significant roadblock to growth - sales were at a record low and smokers were jaded by communication featuring actors in slice-of-life situations touting health risks. The CQ Real campaign redefined the playing field, connecting smokers with smokers, highlighting real battles to succeed and real everyday victories such as skin looking better, increased energy etc instead of seemingly unattainable long term health benefits. This campaign successfully achieved the objectives of re-engaging smokers and reviving the business with annual sales growth of over 12%.
