Nicorette Puffs $15 Million Into Ad Blitz

Drug maker GlaxoSmithKline wants people to know that it "sucks" to quit smoking, but there's a way to make it "suck less." The maker of Nicorette, an over-the-counter nicotine-infused gum that helps some cigarette smokers wean themselves off nicotine, is launching a $15 million campaign that will break on prime-time TV networks ABC, CBS ( CBS - news - people ) and NBC this Monday. The ad blitz, created by Omnicom ad agency TBWAChiatDay, will feature four 30-second spots with the tagline, "Quitting sucks. Nicorette Makes It Suck Less," that will air until April. Print ads that look like an open letter to cigarette lovers (saying, "Dear Smokers, 2010 is going to suck") will run in magazines such as ESPN, Time and People. The company will spend $15 million between now and the middle of 2010, then another $15 million in the second half of the year.

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