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Man sitting outside with two friends, managing his cigarette cravings.


Cravings can make you feel irritable, anxious and ready to give in. The good news is that they generally last less than a couple of minutes. With every day you remain smoke-free, the frequency and intensity of your cravings will reduce. The key to overcoming them is to be prepared.

Nicotine Replacement Therapies (NRT), such as THRIVE gums and lozenges, are proven to help you fight cravings in the moment.

Overview of nicotine addiction

Smoking has become a big part of your life. It’s a part of your daily routine and maybe even your identity. But if you are prepared to face the physical, habitual, and psychological nicotine cravings you'll encounter, you can stay smoke-free and enjoy everything you used to do, without having a cigarette.

Physical addiction

Nicotine targets your brain's nicotinic receptors, which are involved in every basic bodily function from breathing and heart rate to muscle movement. It also targets the regions of your brain where you experience pleasurable feelings such as relaxation and arousal. By attaching itself to the parts of your brain you use to breathe, move and feel emotion, nicotine literally alters the structure of your central nervous system.

Habitual addiction

There are certain "smoking" moments that are part of every smoker's day. For years, you've had that first morning cigarette with a cup of coffee, the workday smoke breaks, or a satisfying cigarette that's enjoyed after a meal. These are all powerful associations, and it will take time and willpower to overcome them.

Hands doing a cognitive puzzle on a table

Psychological addiction

Chances are whenever you experience any emotion—positive or negative—you turn to smoking to help manage your feelings. Like a faithful companion, cigarettes are always there on bad days to lift you up, and on good days to prolong the enjoyment. In a sense, with cigarettes, you never have to be "alone," because the instant gratification that nicotine provides is never far away.

Why not go cold turkey?

Smokers are physically, habitually, and psychologically addicted to cigarettes. As a result, when they give up smoking, their bodies experience withdrawal symptoms such as irritability, insomnia, and depression. Those who abruptly quit cold turkey are likely to feel intense withdrawal symptoms that oftentimes push them back off the wagon. This is the reason that quitting cold turkey may be an ineffective option for most smokers.

THRIVE: The More Effective Method*

By gradually weaning your brain and body off nicotine, the transition from smoking to smoke-free is gentler and more successful.

*More Effective Method than quitting without Nicotine Replacement Therapy. Use as directed.