GSK enlists Dr. Drew for online contest

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GlaxoSmithKline is launching a Nicorette lozenge with a snarky new iteration of the “Quitting Sucks” ad campaign and a Facebook contest starring TV shrink Dr. Drew Pinsky.

The Nicorette Mini Lozenge features a “discreet pocket-size vial,” not dissimilar to the packaging for Mentos. GSK boasts that the lozenge, GSK's first, “dissolves up to three times faster than other stop smoking lozenges and can double a smoker's chances of successfully quitting versus placebo.”

In the TV ad, by TBWA\Chiat\Day, a man in the throes of a nicotine fit sits on a pier, gazing dully out at the water and mumbling “cigarette, cigarette, cigarette,” mantra-like. He proceeds to do so after a shark jumps out of the water and latches onto his arm, oblivious to all but his addiction until he pops a Nicorette Mini Lozenge, whereupon he screams “Shark!” and punches the critter with his free hand.

The company has built a Facebook page for the NRT brand and is launching a “Mini Moments” contest, where smokers can submit their top reason for wanting to quit smoking for a chance to win a trip to Los Angeles for a taping of Dr. Pinsky's Loveline and a free course of the lozenges.

The page also features short video clips with Pinsky's tips for quitting. Though best known for Loveline, Pinsky is an addiction expert who has featured in the VH1 shows Celebrity Rehab and Sober House.
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