The Nicorette Icy White sampling teams took their taste like gum should samples to smokers nationwide targeting them during Nicorette Moments – when desiring a cigarette was front of mind

Across the campaign the Icy White teams visited:

60 city centre locations across England, Scotland & Wales

30 tube stations throughout London

10 premiership football matches
engage distributed the 3 million samples of Nicorette Icy White chewing gum across 5 weekends in May and June deploying nearly 1,000 brand ambassadors

engage:
-developed and planned the strategy
-designed the uniforms
-organised and directly activated all staffing and logistics
-provided all campaign feedback

The cost per sample was just 10p