Coup: Building the Nicorette-NicoDerm CQ program from one van to three that will tour the nation in 1999, reaching more than 20,000 smokers.
Secret weapon: Listening. Non-smokers tend to underestimate the complexities of quitting nicotine addiction. Creating a dialogue is crucial to marketing our product.
Insight: Consumers are hungry for information tailored to their needs, and they want to tell you their stories. Recognize that each consumer's story is unique.
Opinion: The hard sell approach doesn't work with people fighting addictions. Ultimately, consumers make choices based on emotions.
Challenge: Reaching a more diverse mix of smokers through the most diverse channels possible, from drugstores to county fairs.