Account-Specific / Shopper Marketing

Nicorette Shopper Marketing:

Situation: Nicorette, the leading brand in treating tobacco dependence, was looking for a way to drive new customer sales. At the same time, one of its major retailers, Walgreens, needed a way to increase the customer data they were able to capture in their database.

Objective: Nicorette wanted to drive sales of their products through Walgreens in a creative way that required customers to provide their contact information.

Concept: Weinstock Marketing devised an “Ultimate Race Weekend” Promotion, which featured a sweepstakes for customers to enter for the chance to win trips to the Nicorette 300 race. One grand prize winner would also receive a Jeff Gordon Chevy Tahoe.

Details: The promotion featured:

• Leverage of the target customer appeal of Jeff Gordon and NASCAR
• In-store displays in Walgreen’s stores
• Registration on the Walgreen’s website
• Communication in the Walgreen’s Easy Saver publication

Results: The promotion was the most successful Walgreen’s has ever run. More than 50% of the sweepstakes participants were new Walgreens customers, and sales of Nicorette products increased tremendously.