Quitting Is Beautiful

Too many brands paint an unrealistic picture of what it’s like to quit smoking. Nicorette wanted to be the brand that doesn’t sugarcoat it.

This was our approach for the pitch that ultimately won the business for Wunderman Thompson Health. “Quitting is beautiful“ evolved further over time but it stuck to its essence: celebrating the raw spirit of determination in every quitter and giving them confidence by acknowledging their victories, no matter how small. Because trying to quit may be ugly at times, but finally quitting is beautiful.