Nicotinell persuades Australians to ‘unsmoke’

Nicotine craving relief brand Nicotinell has told smokers to ‘unsmoke the smart way’ in its latest campaign by Ward6.

The 30-second TV ad shows a man leaving his friends inside a restaurant to go and have a cigarette, until he sees an ‘unsmoke’ sign which results in him crushing his cigarette between his fingers.

Grant Foster, creative director at Ward6, said in a statement: “Unsmoke is all about undoing the addiction. While our competitors are sounding similar, bouncing around the term “quit” in their communication, Nicotinell disrupts the conversation with a clear, fresh, one-word call to action: unsmoke.”

The campaign is running across TV, outdoor, digital and social.

“The campaign aims to connect with smokers in relatable situations. Whether you unsmoke for your children, your partner or yourself, you’ll have a better chance if you unsmoke the smart way with Nicotinell,” added the company’s marketing manager, Ratna Selvaratnam,.


  • Client: Perrigo Australia
  • Marketing Manager: Ratna Selvaratnam
  • Agency: Ward6
  • Creative Director: Grant Foster
  • Senior Copywriter: Steve Samuel
  • Strategy Director: Scott Davis
  • Innovation Director: Danny Corcoran
  • Group Account Director: Sam Karim
  • Account Manager: Luke Smith
  • Production Company: Versus Media
  • Director: VERSUS
  • Photography: Stuart Miller / Flipp

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