Pop-Up Shops: Nicorette Stops Short; Store Open For Four Days In NYC - Event Marketer

Pop-Up Shops: Nicorette Stops Short; Store Open For Four Days In NYC

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GlaxoSmithKline opened a pop-up shop in New York City for four days in
April to promote a new flavor of its Nicorette smoking-cessation
chewing gum.

 

The Nicorette Stop Shop now on its way to Atlanta Chicago Houston
and Phoenix offers consumers one-on-one counseling sessions with
certified smoking cessation counselors; a multimedia learning center
(videos on nicotine replacement therapy podcasts with tools and tips
a computerized health assessment tool); and a retail area where smokers
can by the new gum. Guests also can swing by a computer kiosk to enter
to win a $1 million sweeps.

 

Jennifer May GlaxoSmithKline’s communications supervisor told another publication the
company initiated the pop-up campaign in part because of feedback from
consumer research; smokers told the company they wanted one-on-one
interaction time and they were looking for smoking-cessation tools to
be laid out in front of them. Agencies: CKPR New York City (concept)
U.S. Concepts New York City (execution).

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