Advertenties Glaxo roepen ouders op te stoppen
Lang hebben ze het werk laten doen door de anti-rokengroepen en de overheid, maar nu nemen ze het heft ongegeneerd in eigen handen: in een 20 miljoen dollar kostende advertentiecampagne roept de farmaceutische nicotineindustrie ouders op om te stoppen ‘voor het welzijn van hun kinderen’.
Kinderen ingezet als emotioneel pressiemiddel voor het verhogen van de omzet..
“Koop je nicotine niet bij de tabaksindustrie maar doe het bij ons!” is de boodschap.
GlaxoSmithKline (GSK) Consumer Healthcare, marketers of over-the-counter (OTC) stop smoking products Nicorette® gum, NicoDerm® CQ® patch and Commit® lozenge, is set to unveil “Really Good,” the third in its series of new ads for the “Always Be There” campaign. The ads, which represent a radical departure from traditional methods of speaking to smokers, make an emotional appeal to parents who smoke to quit by featuring children, who, in many ways, stand to benefit the most from a quit attempt.
Like its two predecessors, the “Really Good” spot employs powerful black and white images of children. Only this time, the children address the camera directly, imploring parents to try and quit smoking and promising to be “really good” if they do. Following this poignant plea are the words, “If you can’t stop smoking for yourself, maybe you can for them.” The spot concludes with a visual of GSK Consumer Healthcare’s portfolio of OTC stop smoking products and message of hope: “When you’re ready, we can help.”
