Quitting Smoking Does SUCK. Thanks Nicorette.

As a former smoker and someone who has done work on both sides of the tobacco fence, I take my hat off to Nicorette for being a Whole Truth Brand. I have heard smokers say for 10+years how much they dread a quitting attempt – even if they know it is good for them in the long run – they are miserable leading up to quitting and truly frustrated once they get started.

The Half Truth smokers usually tell themselves: "It is too hard."

The Whole Truth smokers need to hear: “Yup. It’s hard and miserable but you’ve got to do it or you’ll die.”

If we had an award ceremony for brands that best nabbed a consumer insight (let’s imagine we call it the Whole Truth-y Awards and we got all dressed up and had a red carpet…) this brand would win top honors. From the commercials to their candid letter to smokers in magazines like People, the brand nails the raw emotional reality of breaking a cigarette addiction. The honesty puts the brand into a true ‘on your side’ position and makes it a hero instead of a crutch. Bravo!

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December 5, 2021
by Mary Lou Quinlan

A look at an early production of WORK

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The God Box Goes Global!

“The God Box” has grown to include an app, audio book, philanthropic venture and solo show performed by Mary Lou across the US. Now The God Box Project goes global to the Edinburgh Festival Fringe.
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