The digital concept was based around the TV ads, which featured a man’s mouth so reluctant to taste the old Nicorette gum it ran away from its owner until he was offered new Icy White gum.
The Facebook application enabled users to feed their friends or Nicorette gum to a pair of 3D lips. Upon ‘eating’ friends, the lips reacted with a number of different expressions and actions – such as smiling, frowning, singing, or quivering.
The application also gave users additional interactive content such as Tips of the Day (for giving up smoking), a Budget Calculator (to see how much you can save from quitting) and a Progress Monitor.