Nicorette Radio WHEEZER OF THE YEAR by Otto Stockholm Proximity

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WHEEZER OF THE YEAR

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Industry Cosmetics & beauty products, Health & Pharmaceutical Products, Chewing-Gum, Anti-smoking
Media Radio
Market Sweden
Agency Otto Stockholm Proximity
Director Kalle Wahlström
Creative Director Jonas Lembke
Account Supervisor Andreas Kjellgren
Released October 2004

Credits & Description

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: Welcome to Studio Smoke. It’s my great honour to present today, the Wheezer of the Year, Geena 37 from Weston-Super-Mare. Welcome to the show!

Geena: (Extremely coarse voice) Thank you!

Host: Can you give us a demonstration Geena?

Geena: Yepp! [Wheezes]

Host: Wooow, what do you do in order to maintain this impressive wheezing??

Geena: I smoke...

Host: I thought so. How much?

Geena: A lot.

Host: Ah brilliant. Thank you for joining us Geena, who won the coveted title Wheezer of the Year. Do you want tips on how to improve your wheezing? Visit www.smokeweek.com,
Script in Orginal Language

Programledaren: Ja, välkomna till Studio Rök! Idag är det en stor ära för mig att få presentera Årets Rosslare som är Pia Svensson, 37 år från Hudiksvall. Välkommen hit Pia!

Pia: (Jätterosslig röst) Tack så mycket.

Programledaren: Kan vi få ett smakprov?

Pia: Jadå, här kommer det.

Programledaren: (Rosslar) Ojojoj, hur gör du för att underhålla detta fantastiska avgrundsrossel?

Pia: Jag röker...

Programledaren: Tänkte väl nästan det. Hur mycket röker du?

Pia: Massor!

Programledaren: Ja, det är fantastiskt. Tack för att du kom hit Pia, som alltså vann den åtråvärda titeln Årets Rosslare. Vill du få tips på hur du ska förbättra ditt rossel? Gå in på 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.