Pfizer had big aspirations for Nicorette to make it a billion dollar global brand by 2010. The brands that successfully cross borders are consumer brands based on real insights about their target audience and connect with people emotionally not just clinically. This paper shows how taking Nicorette out of its pharmaceutical environment and repositioning it as an integrated consumer brand allowed them to meet their goals. From 2000 to 2004, largely on the success of the 'Craving Man' campaign, Nicorette grew from seven advertised countries to 16, from $194m to $295m in sales and established itself as the market leader