Nicotine-Scented Paper Boosted BemSer's Anti-Smoking Program
Laura McQuarrie — June 2, 2014 — Marketing
References: dimcanzian.br & adsoftheworld
As part of the promotions for its anti-smoking program, the Instituto BemSer developed an edible paper that reduces cravings for tobacco. The paper was packaged inside of a postcard and inside of it were several thin cigarette-like strips that were completely edible. The paper strips were colored to look like little cigarettes, except the edible papers were scented with nicotine oil, which reduces one's urge to smoke.
The anti-smoking papers were placed in public spots like bars and nightclubs, where people were encouraged to swap one of their cigarettes for these intriguing papers when they had a craving. As a result, over the course of four weekends, the Instituto BemSer saw demand increase for its anti-smoking program by 12%.
The anti-smoking papers were placed in public spots like bars and nightclubs, where people were encouraged to swap one of their cigarettes for these intriguing papers when they had a craving. As a result, over the course of four weekends, the Instituto BemSer saw demand increase for its anti-smoking program by 12%.
Trend Themes
1. Edible Anti-smoking Products - Developing other edible anti-smoking products such as nicotine-scented gum or lozenges could be the next disruptive innovation opportunity for the tobacco industry.
2. Scented Edible Promotions - Introducing scented edible promotions could be a disruptive innovation opportunity for other companies such as perfume manufacturers or event planners.
3. Innovative Promotional Materials - Creating innovative promotional materials such as edible postcards or packaging could be the next disruptive innovation opportunity for marketers and advertisers.
Industry Implications
1. Tobacco - The tobacco industry could explore the development of edible anti-smoking products such as nicotine-scented gum or lozenges to meet the increasing demand for alternatives to traditional cigarettes.
2. Perfume - The perfume industry could explore incorporating edible scented products into their marketing strategies as a way to engage customers and differentiate themselves from competitors.
3. Marketing and Advertising - Marketers and advertisers could explore developing innovative promotional materials such as edible postcards or packaging to create unique and memorable brand experiences for customers.
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