By: Nokuthula Khwela
It’s festival season again and ULTRA was no exception with pulsing beats, unforgettable energy and for the first time a full ZYN takeover that left a lasting impression. While I was back home in Durban on family duties my partner stepped in to represent Timeless Trends at the festival. Normally I’m the one at events but this time he had the mic and the mission. His only regret? Not bringing anything warm. But everything else? Pure magic.
From his recap it was clear that ZYN brought more than just product it brought presence. The activation was sleek immersive and memorable embodying the kind of hospitality I’ve come to associate with Philip Morris South Africa. Having joined them on two previous media trips including a standout experience in Abu Dhabi I know firsthand that PMSA doesn’t just show up they elevate. That’s why I’m already looking forward to their upcoming media trip in Cape Town.
At ULTRA , Philip Morris South Africa was on a mission to encourage adult smokers to explore better smoke-free alternatives through their ZYN nicotine pouches. ZYN is a tobacco leaf free smoke free product designed for adult nicotine users who are looking for a cleaner more modern nicotine experience without smoke ash or vapor.
ZYN is not just another product it is part of Philip Morris International’s global commitment to a smoke free future aiming to shift two thirds of its net revenue to smoke free products by 2030. Already available in over 35 markets around the world ZYN is now making its mark in South Africa and festivals like ULTRA are the perfect setting to introduce the brand to a lifestyle driven audience.
Jonathan Kwak Smoke Free Products Director at PMSA highlighted ZYN’s convenience and purpose:
“Whether you’re at work travelling or out with friends you can enjoy ZYN without bothering those around you. It fits in your pocket or bag and lets you stay in the moment.”
And that’s exactly what the ULTRA crowd experienced nicotine moments without the smoke or smell giving users a discreet socially considerate alternative.
ZYN is available in a variety of exciting flavours Black Cherry Cool Mint Bellini and Espressino along with two nicotine strengths 3mg and 6mg to cater to individual preferences. New additions include 1.5mg extra low Spearmint and an expanded 6mg range featuring Apple Mint and Citrus. The flavour profiles are bold the format is discreet and the message is clear better choices for adult nicotine users exist.
“With over a billion people still smoking globally alternatives like ZYN offer adult smokers a chance to move away from cigarettes” Kwak added.
Philip Morris South Africa is taking a bold people centered approach to change. While ZYN is not risk free it contains nicotine which is addictive the brand positions itself as a better choice for adult smokers who are not ready to quit but who want a smoke free option that fits seamlessly into their lives.
Festivals like ULTRA are all about energy freedom and self expression and ZYN fits right into that culture. It is not just a product launch it is a lifestyle statement. As someone who lives at the intersection of media culture and innovation I love to see brands meeting people where they are and offering them smarter more conscious alternatives.
ZYN is intended for adult nicotine users only. The best option for health will always be to quit nicotine and tobacco products altogether. But for those who won’t ZYN offers a cleaner more progressive alternative that aligns with a smoke free future.
From the dazzling lights of ULTRA to the thoughtful design of the ZYN experience one thing is clear innovation is the new vibe and nicotine just got an upgrade.
