GlaxoSmithKline Opens Pop-Up Store Campaign for Nicorette

Temporary Retail Outlet Functions as Smoking Cessation Center

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NEW YORK (AdAge.com) -- Pharmaceutical maker GlaxoSmithKline has opened a pop-up retail store in New York for Nicorette, part of a marketing plan to promote a new flavor for its stop-smoking gum.
A temporary Nicorette store has been set up in New York and will be moving to other cities across the country to promote a new Fruit Chill flavor.
A temporary Nicorette store has been set up in New York and will be moving to other cities across the country to promote a new Fruit Chill flavor.


Manhattan
The store, located on Manhattan's 42nd Street between Broadway and Sixth Avenue, opened April 19 and closes April 23. It then moves on to Atlanta, Chicago, Phoenix and Houston. Nicorette is available in many stores, but this is the first time the product has had its own branded retail outlet.

The Nicorette Stop Shop is a smoking cessation center that offers consumers one-on-one counseling, health assessments, educational videos, podcasts and other tools to help smokers quit that can be downloaded from a Web site -- and of course the product itself.

"We know from research that 70% of smokers want to quit, but it's just giving them the right tools and resources," said Jennifer May, communications supervisor for GlaxoSmithKline. "We interviewed a panel of smokers who told us they wanted that one-on-one interaction time, they wanted to have the tools to quit laid out in front of them."

Flavor push
The retail stores are just part of marketing plan for Fruit Chill, Nicorette's new flavor. The Fruit Chill Million Challenge is a promotion by GlaxoSmithKline to get 1 million consumers to stop smoking. One has a chance to earn $1 million.

The retail stores will be open for about a week in selected cities. In order to advertise the whereabouts of the pop-up shops, GlaxoSmithKline is doing radio ads and a mostly viral PR effort in association with organizations such as the American Cancer Society, medical centers and government and city officials.

The drug maker has also used its own GlaxoSmithKline database for direct marketing to selected consumers.

In addition to the pop-up stores, roving SUVs will appear at air shows, state fairs, Nascar races and other major events throughout the country from July through December. Each SUV is staffed with certified quit-smoking counselors available to offer advice and tips on how to quit with Nicorette.
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