Nicorette and NicoDerm Introduce Master Brand Identity and Launch Updated Consumer Website to Better Support Smokers on Their Quit Journey


For over a quarter of a century, Nicorette and NicoDerm have been helping millions of smokers quit successfully. On March 1, the brands unveiled a brand refresh including a new visual brand language and assets that create a more personal, inclusive, and emotionally resonant relationship with consumers across all channels.

To better meet the evolving needs of smokers, Nicorette and NicoDerm also announced the launch of a new design strategy to create a master brand that brings the products together as a portfolio of nicotine replacement therapy (NRT) solutions across forms.

As part of this brand refresh, a new website was launched to serve as a digital ecosystem for smokers, equipped with tools and resources to help them throughout different stages of the quit journey. Users can access support resources that motivate, prepare, and educate about quitting.The updated website aims to improve the end-to-end consumer experience with trusted NRT products, quit support tools, and services to help smokers quitting achieve their ultimate goal of being smoke-free and nicotine-free. 

Carried throughout the newly designed website and brand identity is the theme of progress over perfection. While as many as 68% of the nearly 34.1 million Americans who smoke cigarettes say that they want to quit smoking and more than half report that they attempted to quit in the last year, only one in ten smokers successfully quit each year.1,2

Understanding the tumultuous nature of quitting, the master brand leverages the first letter in the brand names, displaying “N” iconography to symbolize the up-and-down nature of quitting smoking. Simultaneously, sunlit, optimistic imagery and photography demonstrates warmth and encouragement bringing to life a modern, fresh, and bold appearance to revitalize the brand.

Quitting smoking is incredibly hard and personal so a one-size fits all product is not enough. Research has shown that NRT plus a quit support program helps increase quit smoking success by 70%.3 The launch of this new website is the start of creating a digital quit smoking ecosystem that provides a more personalized solution that meets smokers where they are along their quit journey. It provides access to education, motivation, and support to make quitting smoking easier.

“By engaging with consumers directly through the website, we’ll continue to learn how we can better support consumers as trusted partners in smoking cessation throughout their quit journeys,” said Pam Remash, US Smokers’ Health Marketing Director.

The stresses of the pandemic have made it even harder for smokers to quit.“It’s why we feel it’s more important than ever to bring to life our brand purpose of helping smokers through the ups and downs of quitting smoking while continuing to instill the trust, expertise, and support of our more than 25-year smoking cessation legacy.” “We’re creating a digital quit ecosystem where smokers feel understood, empowered, and supported.” Quitting smoking is achievable; our goal is to help more smokers quit nicotine successfully and live longer, healthier smoke-free lives.”

For more information on Nicorette, NicoDerm, and quitting, visit

About Nicorette

For more than 20 years, Nicorette and NicoDerm CQ have helped people successfully quit smoking. Nicorette is available in gum, lozenges, and mini lozenges and helps people quit smoking by gradually stepping down exposure to nicotine. NicoDerm CQ is a nicotine patch that's designed to help people quit smoking. Studies show that nicotine replacement therapy (NRT) products combined with behavioral support can improve one's chances of quitting smoking.

About GSK Consumer Healthcare
GSK Consumer Healthcare combines science and consumer insights to create innovative world-class health care brands that consumers trust and experts recommend for oral health, pain relief, respiratory and wellness.For further information please visit

  1. Centers for Disease Control and Prevention. (2020, December 10). Current cigarette smoking among adults in the United States. Centers for Disease Control and Prevention.
  2. Centers for Disease Control and Prevention. (2021, September 20). Smoking cessation: Fast facts. Centers for Disease Control and Prevention.
  3. Stead LF and Lancaster T (2012) Combined pharmacotherapy and behavioral interventions for smoking cessation (Review). Cochrane Database of Systemic Reviews, Issue 10.
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