Perrigo, a leading provider of medicines and healthcare products, is launching a new product into its NiQuitin range. The launch of new NiQuitin Extra Fresh Mint gum will be supported with a full 360 marketing campaign kicking off in line with Public Health England’s Stoptober initiative. The launch consists of a £2.2 million media campaign with mass sampling and pharmacy training.
Of the 3.7 million4 units of nicotine gum sold annually, 1.3 million units are purchased by consumers who are dissatisfied with the taste1. NiQuitin Extra Fresh Mint has been designed to overcome this dissatisfaction and better meet consumer demand. The unique triple flavour technology combining levomenthol, eucamenthol and Opticoolä delivers an instant mint burst2 with unbeatable flavour2. In addition, each gum piece contains 50 to 60 layers of coating helping to ensure a high level of nicotine masking, providing a cool refreshing experience whilst effectively fighting cravings.
Commenting on the launch of NiQuitin Extra Fresh Mint, Holly Turner, senior marketing director at Perrigo, said; “Of all the nicotine replacement formats (NRT), gum is viewed as the least innovative product by consumers. However, with this exciting new product from NiQuitin, we are injecting innovation into the category by putting the needs of our consumers first and providing the solutions they are looking for. We are launching the gum in addition to our already successful Patch and Mini formats which offer an unbeatable way to quit3 from NiQuitin.”
As part of the campaign, NiQuitin has included a special build at Tottenham Court Road, W1T 4TB with an ‘extra fresh’ bus shelter which will release an unmistakable mint burst between the hours of 7am and 8pm daily until 8th October. Promotional activities will continue into 2018 in line with ‘new year, new you’.
NiQuitin Extra Fresh Mint gum launched in Boots stores across the UK on 8th August 2017, with other retailers such as Tesco, Asda, Superdrug, Day Lewis, LloydsPharmacy and independent pharmacies set to launch throughout September and October.
The product range includes:
- NiQuitin Extra Fresh Mint 30s (2mg and 4mg) – RRP: £6.99
- NiQuitin Extra Fresh Mint 100s (2mg and 4mg) – RRP: £15.99
- NiQuitin Extra Fresh Mint 200s (2mg and 4mg) – RRP: £27.99
1 OnePulse survey, Zenith Optimedia, November 2016 2 216 person sensory study comparing 2mg nicotine gums 3 Provides significant improvement rates vs. patch alone 4 IRI unit sales data 52 w/e 12Aug17