Smober Up™

How we'd explain it to our mothers

NICORETTE® is the world’s leading brand of nicotine gum. Awareness of other formats that it offers was relatively low, which is why they wanted an online campaign for the Canadian market that raised awareness about the breadth of their product range and inspired Canadians struggling to quit or thinking about quitting to try and kick the habit.

Behaviour change

Canadian smokers are inspired to quit with NICORETTE®, considering the brand a trusted friend in their personal journey.

The path to change

'Smober Up™', a docu-reality series chronicling the real experiences of eight Canadians trying to quit smoking. In parallel a French language version, ‘A Bas A Le Tabac™ ’, with identical format, followed two smokers in Montreal.

How we did it

Over a 10-part series, we shared our quitters’ emotional journey and followed as they experienced challenges and triumphs. Comprising interviews, embedded observation and video diaries.

And?

Smober Up™ became the #1 most subscribed Canadian YouTube brand channel (at peak) and has garnered over 500,000+ combined views in Canada. There’s been a 26% online coupon redemption rate to date. Smober Up™ has generated a renewed interest from Canadian consumers, prompting a significant increase in total sales across all formats compared to year ago average.