PHILIP MORRIS SA CHAMPIONS smoke-free alternatives at ULTRA SA

At South Africa’s largest music festival, ULTRA SA, Philip Morris South Africa (PMSA) seized the opportunity to spotlight its dedication to a smoke-free future. This year, both the Johannesburg and Cape Town legs of the festival became platforms for promoting smoke-free alternatives to traditional tobacco products, drawing in adult smokers seeking modern solutions while enjoying the electric energy of dance music.

With more than a billion smokers worldwide, Jonathan Kwak, Smoke-Free Products Director at PMSA, emphasised the importance of alternatives like ZYN nicotine pouches—a product that has been making waves in South Africa since its introduction. “Our goal is to encourage adult smokers to switch to ZYN,” he stated. “ZYN offers a tobacco-free, vapour-free experience for those who want to enjoy nicotine without the drawbacks of smoke, ash, or lingering odours.

For patrons at ULTRA SA, finding new and exciting ways to embrace smoke-free alternatives was made easier with ZYN’s diverse flavour range, which caters to various taste preferences. From the refreshing Cool Mint to the rich, espresso-derived Espressino, each pouch offers a well-crafted taste experience designed to meet the demands of today’s modern smoker.

Since the launch of ZYN in 2014, the brand has garnered significant attention, evidenced by a remarkable 79.7% increase in shipments in key markets, coupled with a 20.9% rise in PMIs IQOS units in the US during the first quarter of 2023. This shift reflects a broader strategy outlined by Philip Morris International (PMI) to transition two-thirds of its net revenue to smoke-free products by 2030.

The innovation behind ZYN resides in its simple yet effective use. Designed to be placed under the upper lip, the nicotine is absorbed through the gums, providing a hassle-free method of enjoying nicotine without the need for a smoke break. “Whether you’re on a flight, in a taxi, or catching a show, ZYN is the perfect companion,” Jonathan explained. “It’s designed for adults seeking discreet, smoke-free nicotine moments.”

With a meticulous design that features small, pillow-shaped pouches, ZYN allows users to savour their nicotine experience at any time, whether during a meeting or while dancing at a festival. The product’s appeal lies in its accessibility and versatility, making it an attractive option for adult nicotine consumers.

As Phillip Morris South Africa continues to promote smoke-free alternatives like ZYN, it marks a significant step towards a smoke-free future, urging adult smokers to make the switch and redefine their nicotine experience. With a festival like ULTRA SA as the backdrop, the commitment to a healthier lifestyle resonates strongly among both patrons and industry leaders alike.