Nicorette x NHL

Playing hockey at a high level requires hard work, dedication, and willpower to succeed. Quitting nicotine isn’t so different. We leveraged hockey language and imagery for ad placements throughout Scotiabank Arena to promote Nicorette as the #1 pick for anyone looking to quit smoking.

In-Arena

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Sampling Event

We asked Leafs fans to drop their smokes into the box to receive a Nicorette Gum voucher. We placed the penalty box in the concourse and encouraged fans to swap their cigarettes for something that will help them quit. Missing a second of the Leafs for a smoke should be an automatic 5-minute major.

Video

Art Director: Sajeela Kanwal

Creative Director: Lance Martin