Nicotinell+ Your Quit Coach for life

Nicotinell helps people manage the physical challenges of quitting nicotine.

But quitting is a journey, not a single event.

Our challenge was to extend the brand beyond its products and create a more valuable role in people’s lives.

Working with Dr Reddy’s and our agency partners, we identified an audience of people who wanted to quit but often lacked confidence in their ability to succeed. They needed more than encouragement to stop. They needed practical support to help them keep going.

The Functional Value opportunity was to connect Nicotinell’s NRT products with personalised behavioural support, creating a more effective quitting experience while driving product sales, building customer loyalty and extending the brand’s commercial value beyond the initial purchase.

We saw an opportunity to extend Nicotinell's value beyond nicotine replacement therapy. Quitting isn't just about managing nicotine withdrawal. It's about changing behaviours, understanding triggers and having the right support at the right moment.

We created Nicotinell+, a personal digital coach that connects physical products with behavioural support. Through personalised quit plans, craving management tools, progress tracking and timely encouragement, we transformed Nicotinell from a product people use into a brand that actively supports their quitting journey.

Launched in the UK and the Netherlands during Stoptober, the app created a new digital relationship with consumers, connecting products, support and personalised experiences into a proposition designed to scale across markets.

We didn't just create an app. We extended the value of the business.

By identifying what people needed beyond the product, we unlocked new ways for Nicotinell to engage, support and build lasting relationships with consumers. Turning an existing product proposition into a connected ecosystem of practical, everyday value.

Functional Value in action

  • ASDA

  • Alpro

  • Nicotinell+

  • Metro Bank

  • New List Item

Based in London and working around the world