Nicorette Anti-smoking Gum: "SMOKE REQUEST" Radio ad by Otto Stockholm

Advertising Agency: OTTO STOCKHOLM, SWEDEN
Creative Director: Jonas Lembke
Scriptwriter: Åsa Österlund
Account Supervisor: Andreas Kjellgren
Advertiser's Supervisor: Jonas Grytberg
Director: Kalle Wahlström
Sound Engineer: Martin Sjögren


Script in English
Host: Hello and welcome to Studio Smoke. It’s time for this: [Jingle] Smoke Request!!! And with us on the phone is Linda from Swansea. Hello there Linda!

Linda: Hello Studio Smoke. I’d like you to smoke a filterless Pall Tall.

Host: Wow, strong stuff Linda. Off course we’ll smoke your request. Let’s see... [lights a cigarette and coughs] Ow, that really hurts Linda!!!

Linda: Mmmm...

Host: Yeah that really stings!!! Are you happy now?

Linda: Oh yes. Fantastic. Thank you very much.

Host: Do you want us to smoke something here in Studio Smoke? Visit our website www.smokeweek.com
Script in Orginal Language
Programledaren: Välkomna ska ni vara till Studio Rök. Det har blivit dags för det här: (Jingel) Ring så röker vi!! Och med oss på telefon har vi Monika ifrån Nynäshamn… Monika?

Monika: Ja, hej Studio Rök. Jag skulle vilja att ni rökte så’nahär Pall Tall, utan filter.

Programledaren: Oj, det är starka grejer. Monika, självklart ska vi röka din önskan. Då ska vi se här... (tänder en cigarett och hostar) Oj, vad det river.

Monika: Ååhhh...

Programledaren: Monika, är du nöjd?

Monika: Oh ja. Fantastiskt. Tack så hemskt mycket.

Programledaren: Vill du också önska nåt vi ska röka här i Studio Rök? Gå in på vår hemsida www.smokeweek.se
Brief Explanation
Nicorette, a market leader in Nicotine Replacement Therapy, was loosing gum-market shares to competitors offering a more candy-like product. The new soft gum Peppermint was launched to turn the trend. As chewing is believing, the launch was based around sampling, and for effective and broad impact most of it was done online from www.nicorette.se. Parallel to this we let Nicorette’s now famous Craving Man lead his own campaign to save smokers from the dangers of Peppermint use, on www.smokeweek.se, and in a series of radio ads, to generate traffic to the smokeweek website. The target of 10,000 ordered samples was quickly reached and as we write this, 23,000 people have ordered samples.