"Loft Story" provided a perfect opportunity for integrated product placement as players were given Nicorette brand smoking cessation kits. Tracking the players' progress via a regular in-show feature enabled Nicorette to remain top-of-mind week after week. The Loft Story program built excitement for the product as the “Nicorette Challenge” was extended to the viewing audience, becoming a province-wide contest. Participants who successfully quit smoking using the Nicorette kit had the opportunity to win prizes.

Nicorette received significant exposure via the "Loft Story" campaign. "Loft Story" was the most successful show in Quebec during the Fall 2003 season, over-delivering audience projections by 40%, and averaging 1.2 million weekly viewers.The province-wide “Nicorette Challenge” attracted more contestants than popular government driven quit-smoking initiatives.