The Challenge:
Smoking rates within the LGBTQIA+ community are disproportionately higher than within the average population. Help reduce smoking in the GenZ Canadian queer community, and provide access to tools which can aide them in the quitting process.
The Insight:
Queer people have long relied on physical, fashion-based identifiers to strengthen community connections.
The Idea:
Connect and reward the queer and quitting community with the world's first tappable belt bag.
Tap a Bag
Introducing the Queer and Quitting Pack, an NFC-powered tappable belt bag that unlocks a new community and Nicorette rewards with every new tap. Available in a range of styles, the Queer and Quitting Pack is the ultimate toolkit to empower LGBTQIA+ audiences to quit smoking.
Microsite
Customers can order their free belt bag alongside Nicorette products, receive product recommendations, redeem rewards, and view the growing community of queer people on their journey to quit smoking.
#TapABag
Organic TikTok challenge which uses a series of filters to gamify tapping bags. As the challenge progresses, the filter prompts speed up, resulting is a hilarious bumps, taps, and bangs.
Give a Pack. Get a Pack.
Pride parade activations in Toronto, Montreal, and Vancouver encouraging audience to trade a pack of their cigarettes for a Queer and Quitting Pack and Nicorette products.
Partnering with Queer Designers
To sustain interest post-launch, Nicorette will work with Queer Canadian artists and designers to produce and promote limited edition Queer and Quitting Pack designs. These will be made available using pop-up shops across urban areas.
Art Director: Jordan Bloom
Copywriter: Aliya Khatri
Copywriter: Quinlan Bruce
Account Manager: Emily Judd
