Inside ZYN’s Bold Move at Ultra South Africa: Smoke-Free Meets High Vibes
What happens when the world’s top nicotine pouch brand teams up with South Africa’s biggest music festival? You get a bold, smoke-free party experience with flavour, flair, and a very stylish stand.
Ultra South Africa recently celebrated its 10th anniversary with a weekend that turned up the volume—and the innovation. Philip Morris South Africa (PMSA) used the festival as a high-energy stage to introduce new flavour variants of its buzzed-about product, ZYN. Already a global leader, ZYN launched in South Africa last year and is available in over 35 countries. This year’s big reveal? A new 1.5mg “extra low” Spearmint pouch, plus fresh hits like Apple Mint and Citrus joining the 6mg lineup.
The brand’s goal isn’t just about flavours—it’s about the future. As part of Philip Morris International’s (PMI) ambitious mission to achieve a smoke-free world and pivot two-thirds of its net revenue to smoke-free products by 2030, ZYN is a sleek, no-fuss solution for nicotine users looking to ditch smoke without giving up satisfaction.
And what better way to reach those adult consumers than with a front-row seat at Ultra? The Johannesburg and Cape Town legs of the festival delivered an electric line-up of global and local talent. From Armin van Buuren and ISOxo to KSHMR and Martin Garrix—who headlined Ultra SA’s first edition back in 2014—this year was stacked. Local giants DJ Maphorisa, Kabza De Small, and Shimza made sure the South African sound hit just as hard.
ZYN’s activation at Ultra was impossible to miss. Think colour, bold design, and a steady flow of delicious (and free) mocktails. The brand brought its A-game with a tactile experience where adult festivalgoers could sample the latest flavours and engage with the brand in a way that felt fun, fresh, and very on-trend.
“Whether you’re at work, travelling, or out with friends, you can enjoy ZYN without bothering those around you,” said Jonathan Kwak, Smoke-Free Products Director at PMSA. “The pouches fit easily into your pocket or bag and let you stay in the moment—without smoke or lingering smells.”
ZYN may not be risk-free—it still contains nicotine, which is addictive—but it offers a smarter alternative to traditional smoking. And at a festival like Ultra, where being present is everything, the product’s discretion and ease felt perfectly in tune.
This isn’t PMI’s first foray into music culture. The company previously tapped DJ Steve Aoki for a limited-edition IQOS device (sadly, not available in South Africa), proving its flair for aligning with creative disruptors.
At Ultra, ZYN wasn’t just a sponsor—it was a vibe. In a space where music, culture, and conscious choices converge, the brand made its presence known—and felt.