October 2011: On top of scoring well across a range of metrics, Nicorette's newspaper ad also performed well at generating differentiation from competitive brands.

Key findings nicorette-oct-article

  • Creatively, the ad is viewed in a significantly positive light, and it achieves high scores ‘Looks good’ and ‘Highlights an important feature’
  • Significantly high scores are achieved for generating ‘Understanding / familiarity’
  • Achieved better than average scores for ‘Differentiation’
  • The ad also achieved very high scores for driving Affinity and Public Agenda, and achieved very high scores for Information and Call to Action
  • Our test sample is quite broad and we suspect that has we been able to narrow the sample to smokers only, the scores achieved would likely have been amplified.

Download full results in the document below.