Who chose the 1st of July as the date to ban smoking outdoors in pubs and restaurants?

It can’t have been a smoker that’s for sure. For smokers enjoying a summer drink in a bar terrace and not being able to smoke must be really hard. Especially before getting used to the fact. So why not choose the 1st of January. 

Together with Bilbo and Nicotinell we came up with a campaign to highlight just this – the worst summer ever. From soft data analysis we also knew that drinking alcohol made it even more difficult not to have a cigarette. We needed to address the acute craving and had a unique opportunity to market NRT.