Blip’s Nicotine Replacement Therapy Destigmatises Quitting

Published 02 October 2023

Author
Nienke Creemers
2 min read

Smoking is experiencing a youth culture reappraisal. E-cigarettes are regarded as cool, and in 2022, one in seven high schoolers in the US admitted to using these in the past month (CDC, 2022). American start-up Blip aims to bring the glamour of smoking to the act of quitting with its splashy nicotine replacement therapy (NRT) product line.

  • Shifting the Stigma: Blip – from the founders of Gen Z-favourite acne-patch maker Starface, morning-after pill brand Julie and internet sensation Princess Gollum – seeks to destigmatise NRT by positioning quitting smoking as a celebratory event. It does this with product design that casts NRT as a conversation starter with brightly packaged, cybercore-inspired gum and lozenges (approved by the US Food and Drug Administration). See Packaging Futures 23/24 for more on why this style of packaging resonates right now.

  • Sharing the Burden: The World Health Organization notes the importance of support (such as counselling) when giving up nicotine. Observing that most NRT products lack community, Blip wants to turn an isolating experience into a social one through its yet-to-launch online platform. Already, customers can receive support via SMS. Dr Mark Rubinstein, Blip’s head of medical, explains that the brand’s ethos and focus on community work is “to give young people an approachable way to succeed at quitting”. Blip also plans to organise in-person meet-ups.

  • Modified Nicotine Habits: Although the overall number of smokers is declining globally, more youngsters are opting for e-cigarettes and vapes: 20.5% of 11- to 15-year-old Brits tried vaping in 2023, up from 15.8% in 2022 (Ash, 2023).

    The main reason for adults vaping is to give up traditional cigarettes while preventing relapse and having an enjoyable experience, while for Australian youths the main reason for using e-cigarettes was that friends vape. Applying the idea of enjoyment to quitting is how Blip hopes to tackle smokers’ journey to becoming nicotine-free.

    For background on young people's stresses and priorities, see Gen Z Youth Ascending, part of our Future Consumer Life Cycle 24/25 report series.