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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