Joseph Hart 17 April 2025

 

Tobacco control claims it aims to reduce smoking-related deaths and illnesses. However, it opposes products like nicotine pouches, arguing that they target children. But what would happen if a product came along and took a commitment to responsible marketing seriously? Fortunately, we don’t need to deal in hypotheticals; we just need to examine how Philip Morris International (PMI) markets ZYN.

ZYN’s Marketing Approach

The Capitol Press Room recently hosted a debate around the proposed flavour ban on nicotine pouches in New York. It’s well worth a listen, and you can download or stream it online.

Dr Brian Erkkila, the director of regulatory science at Swedish Match—the company PMI acquired to add ZYN to its product portfolio—made a statement during the show that stood out:

“We don’t use influencers, we don’t use celebrities, we do not use athletes. All of our people in our ads are over 35 years old, and all of our digital properties are age-gated because we want to ensure these products are available for people who smoke or use other products or are currently using ZYN. We want to ensure no one under 21 has access or is using the product.”

Compare this to the typical narrative in articles about ZYN, which makes audacious claims about how nicotine pouches market their products. Various lawmakers and health organisations assert that pouches “target kids” but rarely provide evidence to support these claims.

Influencer Confusion

Social media has played a significant role in ZYN’s meteoric growth, causing considerable confusion for those analysing its marketing approach.

Many companies use paid influencers to promote their goods and services. Younger audiences are more cynical and don’t respond to traditional advertising as past generations did. Working with influencers allows these companies access to highly targeted audiences who are more likely to connect with their products or services. However, this is not what happens when influencers and online personalities discuss ZYN with their audiences.

Instead—and this is hard for some people to grasp—the “Zynfluencers” are motivated by a genuine love for the product. This is what grassroots support looks like.

Enthusiasm for ZYN has led to organic user-generated content (UGC). Other companies have to prompt, incentivise, or beg their users for such promotion, but for ZYN, it happened naturally.

Genuine UGC cuts through the noise; its enthusiasm and authenticity shine through. Something I’ve noticed is that the modern world struggles with sincerity. Some people can’t imagine a world where individuals promote a product simply because they see its value and want to be part of a community of like-minded people.

Real enthusiasm around ZYN frightens those who want control over everything. Over recent years, various articles have claimed that ZYN symbolises far-right ideologies, toxic masculinity, white supremacy, and more. Elaborate arguments have tried linking ZYN’s popularity among young men to attempts at reclaiming lost status or privilege in a changing social landscape.

The Rest

As Erkkila’s comments show, ZYN age-gates its social media accounts and other digital properties. It also doesn’t run ads on television or radio. Instead, it focuses on social media display ads, which account for around four-fifths of its marketing mix. Again, these ads are not shown to individuals under 18.

The only remaining claim that ZYN targets youths concerns the colour and flavour of its products. However, this argument has always been nonsensical. What company aiming to attract teenagers would choose flavours like Mint, Citrus, or Dark Frost? For tobacco control advocates, the inclusion of any flavour at all seems to be considered an attempt to target youths—despite adults repeatedly stating that flavours are an essential part of their experience.

Furthermore, the colours used in ZYN’s products and advertisements are not the bright hues typically designed to appeal to children. Much of its advertising features simple blue and white tones with restrained fonts. Again, if you were trying to target younger users, this wouldn’t be how you’d go about it.

Final Thoughts

Tobacco control often criticises how vapes and nicotine pouches market themselves to youth audiences. However, even when ZYN does everything it can to ensure people under 21 don’t use its product, it still isn’t deemed good enough. It almost feels as though their drive to stamp out such products is motivated by a hidden agenda.