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Stop-Smoking Gum Launches New Campaign Showing Smokers How Quitting Can “Suck Less”

Nicorette connects with smokers by using their own terms

Pittsburgh, PA — Dec.7, 2009 /PRNewswire/ — Starting today, smokers will no longer be scolded in a finger-waving, disapproving manner – but will actually hear something they wouldn’t expect from a smoking cessation brand.

Nicorette® is launching a series of advertisements that speak to smokers in a candid and honest way. With the tagline, “Nicorette Makes Quitting Suck Less,” the campaign kicks-off today with the first commercial and will run nationally through prime, cable and syndicated stations, on networks including ABC, CBS, NBC and CW.

“With an average smoker attempting to quit up to nine times before doing so successfully, we can’t paint a picture that quitting is easy,” said Michael Roe, Marketing Director of the U.S. Smoking Control business at GlaxoSmithKline Consumer Healthcare. “GSK is committed to finding ways to help break down barriers for smokers because we understand how hard it is to quit, and even if it takes a few attempts, Nicorette can help handle cravings and withdrawal symptoms through the process.”

The concept behind the campaign is to focus on the process of quitting rather than the need to quit and to be honest about the fact that quitting smoking is no easy task. The new Nicorette ads bring to life the challenges of quitting smoking using the language smokers use to describe it with unique elements such as the inclusion of a device called a Suckometer that measures the “suck level” of a smoker’s craving. The device demonstrates how Nicorette’s fast craving relief can change a smoker’s craving level for a cigarette from “sucks a lot” to “sucks less.”

“In order to truly connect with smokers, we realized that we needed to change how we speak to them about quitting,” said Mark Figliulo, Chief Creative Officer of TBWA\Chiat\Day in New York. “The campaign is designed to engage smokers in an honest way by reaching them with a message that shows the brand understands what they are going through, and that Nicorette is on their side.”

Nicorette will be running an Open Letter to smokers in national magazines and newspapers to introduce the new campaign, in outlets, including ESPN, People, Time and Entertainment Weekly as well as on the Nicorette Facebook fan page. Additionally, Nicorette will run: 30 radio commercials on network radio stations. Consumers will be able to find the ads on Nicorette.com and on the Nicorette Facebook fan page.

Nicorette gum can double a smoker's chances of quitting and remaining smoke-free long-term (6 months and longer), based on a placebo-controlled study. Nicorette provides fast, safe, controlled doses of nicotine to ease withdrawal symptoms, helping them gradually wean themselves off of cigarettes. In addition, smokers can visit Nicorette.com to enrol in a free, personalized quit plan.

Nicorette is recommended as a first-line treatment for smoking addiction by national and international guidelines and is thoroughly researched and highly accessible over-the-counter without a doctor’s prescription. Nicorette gum is sugar-free and available in strengths of 2mg and 4mg and is available in exciting flavors such as White Ice Mint, Fresh Mint, Fruit Chill and Cinnamon Surge.

About GlaxoSmithKline Consumer Healthcare

GlaxoSmithKline Consumer Healthcare is one of the world’s largest over-the-counter consumer healthcare products companies. Its more than 30 well-known brands include the leading smoking cessation products, Nicorette® and NicoDerm®CQ®, and Commit®, as well as many products such as alli®, Aquafresh®, Sensodyne®, and TUMS® -- which are trademarks owned by and/or licensed to GlaxoSmithKline Group of Companies.

About GlaxoSmithKline

GlaxoSmithKline – one of the world's leading research-based pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For company information visit: GSK.com.

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Press Contact:

Deborah Bolding
GlaxoSmithKline Consumer Healthcare
412-200-3872
Teresa Calanni
GolinHarris
312-729-4229