ambert's Niconil would be the first product to offer a smoking cessation solution that addresses both the physical and psychological aspects of nicotine withdrawal. The patch is applied to the skin daily and nicotine is absorbed into the bloodstream to produce a steady level of nicotine equal to approximately 20 cigarettes. As a result, the smoker is relieved of their physical craving.
             Clinical trials demonstrated that the patch had been effective in helping smokers to quit, with 47.5% having quit for 3 months or longer. Though side effects from the patch were noted in some cases, WLI felt that some (skin irritation) could be eliminated with future product revisions. It was held that Niconil's side effects would not be a deterrent for those smokers that were motivated to stop.
             In addressing the psychological aspect of nicotine addiction, WLI developed a supplemental support program. Several components were packaged together which included a booklet on behavioral change, a diary for recording smoking patterns, a "contract" for listing smoker's motivation for quitting and an audio tape of relaxation exercises. A special toll-free number was included to serve as a hotline to address customer questions and problems. While the impact of the support program's effectiveness had not been studied, WLI believed the use of the program in concert with the patch would only increase Niconil's success.
             Warner-Lambert considered the smoking habits in Ireland as well as smoking trends in Europe. In consideration of the European smoking habits, WLI decid
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