Nicotinell is urging smokers to 'Lose the smoke. Keep the fire' in a new advertising campaign that aims to put personality at the heart of the message.

According to the company's research, lighting up is still seen as a form of rebellion: "Smokers feel that giving up will change the way that people view them and how they view themselves. Our campaign makes them feel good about their choice to quit."

Kicking off next week, the ad takes a conversational tone and positions the smoker in a positive light, celebrating confidence, vitality, passion, strength and independence. It emphasises that these traits needn't diminish once the smoker decides to quit.