Kara Wiley
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Nicorette presents Taste Test Drive with Dale Earnhardt Jr.

Nicorette knows that advice from former smokers who have successfully quit is the most powerful way to connect with smokers who are interested in quitting. Combined with the insight that driving is one of the top cravings triggers, we launched an integrated program featuring former smoker and NASCAR legend, Dale Earnhardt Jr., who invited smokers to begin their quit journey by taking the new Nicorette lozenge on a Taste Test Drive.  

“It tastes like a mint!

I would not even know this was for quitting smoking.”
— Danny Earnhardt Jr.
“It just tastes like a mint! A really good mint.

I like it a lot!”
— Vivian Prescott
 

Dale Jr.’s Story by Nicorette

We also released a testimonial video called Dale Jr.’s Story. While driving around his hometown, Dale Jr. speaks in-depth about his own quit journey, expresses how excited he is to be “smoke-free,” and encourages others to start their quit journey with the Nicorette Ice Coated Mint Lozenge.

“Quitting, man–it feels impossible!

But I did it. And I know you can too.”
— Dale Earnhardt Jr.
 

Nicorette + Dale Earnhardt Jr. Social

In order to spread our message far and wide, both Nicorette and Dale Jr. posted our campaign content across their respective social channels, garnering widespread engagement from our target and his fan base, heartfelt success stories from former smokers, and even hopeful comments from smokers who are motivated by the Taste Test Drive to begin their quit.