For the launch of Nicorette's new fruit-flavoured gum, the objective was to create a broader interest around the new product, beyond the traditional target audience (smokers looking to quit/cut down). To extend the amount of time the visitor spent with the brand and find another way to convey the products characteristics in the absence of physical product samples – essentially describing taste over the Internet. To date approximately 25 000 unique visitors have seen the fruit-feature on www.tastelabs.com.