Nicorette Commit Lozenge

The Nicorette brand dominated the smoking control category for years with its line of nicotine fueled stop smoking gum.

Not unlike other product categories with tons of opportunities for growth, competing products entered the market and forced the category leader to think differently in order to survive. Adding new flavors of the Nicorette brand gum was no longer an option. The brand needed to extend itself into a different product space in order to survive the threat of formidable competition, particularly from private label gum products.

After extensive consumer research, the Nicorette brand introduced the Commit Lozenge as a way to provide more convenience to those smokers looking for help quitting and looking for discrete ways to follow a stop smoking program. The Commit lozenge was launched with substantial broadcast media and trade support from key retail accounts such as Wal-Mart, Walgreen’s, CVS, Rite Aid and Costco. The launch failed to meet initial expectations. However, with revamped messaging and a new advertising campaign, the Commit Lozenge helped millions to successfully quit and to build a brand that continues to thrive today.