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NEW YORK GlaxoSmithKline’s NicoDerm CQ, a nicotine patch, is continuing its anti-smoking efforts with new work from Havas’ Arnold that features ‘The beauty of quitting’ as a tagline.
The ads come on the heels of Arnold’s work earlier this year for GSK’s Commit lozenge, which focused on real smokers attempting to quit.
“Our strategic department was doing interviews with women who were quitting and they were noticing women saying, ‘As I’ve been smoking a long time, my skin is gray and I’ve been losing that glow,'” said Ken Ferris, creative director at Arnold in New York.
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