Nicorette's Slogans & Taglines

Nicorette was developed in the late 1960s by Swedish physician Dr. Ove Fernö at Leo AB (now part of McNeil AB), who sought to help his patients quit smoking by providing a controlled nicotine delivery system. The brand was launched in Sweden in 1971 as the world's first nicotine chewing gum, and quickly gained recognition as a breakthrough in smoking cessation. In 1978, Marion Merrell Dow acquired the rights for the U.S. market, and in 1994 Johnson & Johnson purchased Marion Merrell Dow, bringing Nicorette under the McNeil Consumer Healthcare division. Over the decades, the brand expanded its portfolio to include nicotine patches, lozenges, inhalers, and nasal sprays, becoming the world's most recognised nicotine replacement therapy (NRT) brand. Today, Nicorette is available in over 80 countries and has helped millions of smokers quit.

The brand's core products are nicotine replacement therapy solutions, including nicotine chewing gum, patches, lozenges, inhalers, and nasal sprays. Its formulations are designed to reduce withdrawal symptoms and cravings, supporting smokers through a gradual, controlled cessation process.

From its earliest days, Nicorette has built its identity on the promise of freedom from smoking. The brand has carried slogans such as "Make quitting less of a bitch" (2010) and "Quit your way", alongside the empowering message "You can do it. We can help." In 2016, it embraced the campaign "I quit. So can you." This journey reflects a shift from a clinical Swedish medical innovation to a global symbol of personal empowerment and smoke-free living.