PMI U.S. Launching Campaign Around ZYN's 'Click' Sound
Philip Morris International's U.S. arm is rolling out a marketing campaign centered on the distinctive 'click' sound ZYN pouches make when opened. The campaign debuts at the National Association of Convenience Stores Show in October.
Philip Morris International's U.S. division is building a marketing campaign around one specific feature of ZYN nicotine pouches: the click sound the can makes when you open it.
The campaign will be introduced to retailers and distributors at the National Association of Convenience Stores Show in October, according to Tobacco Reporter.
Why the click matters
ZYN's distinctive can design produces an audible snap when opened — a sensory detail PMI U.S. is apparently betting has brand recognition value. It's the kind of move that signals the company sees ZYN as mature enough to market around product experience details, not just nicotine strength or flavor.
The NACS Show timing matters: it's the industry's largest retail gathering, where brands unveil point-of-sale materials and retailer incentives. A campaign introduced there will likely translate to in-store displays and merchandising by Q4 2024.
What's next
Details on the campaign's creative direction, budget, or whether it extends beyond trade channels remain unclear. PMI U.S. has not released additional information about the scope or messaging.
SOURCES:
- Tobacco Reporter: PMI U.S. Launching Campaign Around Zyn's 'Click'