DOVER , DE - SEPTEMBER 23: Reed Sorenson drives the #41 Commit/Discount Tire Co. Dodge, during the NASCAR Busch Series Dover 200 on September 23, 2006 at Dover International Speedway in Dover , Delaware . (Photo by Chris Trotman/Getty Images for NASCAR)

Case Study: Commit ® Cherry
Product Launch

The Situation:

• GSK Consumer Healthcare was looking for a way to launch Commit® Cherry, a new flavor of Commit® lozenge, to an audience already being educated in nicotine replacement therapies.

The Inspiration:

• To maximize budget, the Lighthouse Marketing team integrated the Commit Cherry launch with promotion and PR efforts already being executed by NASCAR.
• A branded 10x10 tent was setup next to the Winner’s Circle Exhibit, at the Dover Motor Speedway, offering additional attention to the NRT products and counseling.
• Event staff was dressed in red, Commit Cherry polo shirts, while distributing information about the new flavor and how to quit smoking tips.
• A prize wheel was setup to give race goers the opportunity to win a Commit Cherry branded prize.
• Reed Sorenson drove the #41 Commit Cherry Dodge in the NASCAR Busch series race.

The Result:

• The Lighthouse Marketing team created an event for GSK Consumer Healthcare that facilitated more than 1500 counsels in the fan zone area alone. That doesn’t include the number of impressions made by the PR team at-track and in the Media Center.
• The success of this project had lead to a number of additional opportunities within GSK’s Consumer Healthcare division.