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Nicorette's tactical campaigns were aimed at not only driving awareness of the new Nicorette site, www.nicorette.ie but also the Nicorette smoking cessation range.   With these objectives, the media challenge was to create an impact without being intrusive.  Partnering with the Independent allowed us to capture a highly engaged Irish audience at times when smoking cessation is top of mind - January and New Years Resolutions and again in February at the start of Lent.