Part Two: Why Ferrari and ZYN Work Together
By Gift “Gavinko” K
Stepping Into Legendary Territory
As promised, we’re back with part two of our Italy adventure with the ZYN team and Ferrari — and let’s just say, this chapter was about more than engines and photo ops. We found ourselves inside the Ferrari Museum, surrounded by championship-winning Formula 1 cars, gleaming trophies, and decades of racing history. If a venue could talk, it would say: #legacyliveshere.
Before you talk about the future, you honour the past. Ferrari’s partnership with Philip Morris spans over 50 years — making it one of the longest-running sponsorships in sport. Now, enter ZYN: PMI’s smoke-free innovation brand, stepping in to add a modern, forward-thinking layer to this iconic alliance.
When Speed Meets Mindfulness
On paper, this partnership makes perfect sense. Ferrari is all about speed, precision, and jaw-dropping engineering, while ZYN represents innovation, adult choice, and modern alternatives. Two leaders. Two industries. One shared language: evolution.
The team hosted a two-part panel discussion. The first panel, led by Bryson Thornton, PMI’s Global Communications Director, featured Lorenzo Giorgetti, Racing Revenue Officer at Scuderia Ferrari. Lorenzo shared Ferrari’s DNA: heritage and innovation working side by side. “This partnership is about innovation. It’s about evolution. It’s about the future,” he said.
More Than Just a Logo
This isn’t about slapping a logo on a car. Formula 1 has an adult audience, perfectly aligned with ZYN’s target market. Responsible marketing is key: age-gated content and clear adult messaging ensure the partnership lands where it should — with the right audience.
The second panel got even more interesting. Yann Marois, PMI’s Vice President for Smoke-Free Products Global Brands, and Nikolaus Ricketts, CEO of Swedish Match AB, shared their insights. “Ferrari is about intensity — speed, emotion, precision,” Yann said. “ZYN is also about intensity, but in a different way. It’s about being tuned in. Fully present. They’re two distinct expressions of the same idea.” Translation: one brand roars, the other focuses—both thrill.
Shaking Up the Industry
Nikolaus framed the partnership within a larger industry shift. “This moment is about empowerment — giving adults better choices than continued smoking. Progress isn’t just financial; it’s impact-driven.”
PMI has invested billions into research to pivot toward smoke-free alternatives. In South Africa, where millions of adults still smoke, ZYN is slowly but surely making its mark, proving that innovation can be fun, stylish, and responsible.
The Cinematic Moment
The first public debut of ZYN branding was at last year’s Abu Dhabi Grand Prix — subtle, strategic, and symbolic. At the museum, a short cinematic film captured the collaboration’s vibe perfectly:
“Eyes closed. The pit. The roar. The speed. The thrill. Open. Calm can be electric.”
It wasn’t just racing. It was a mindset. Focus. Presence. Everything ZYN represents — but in motion.
Bryson Thornton later reinforced the long-term thinking behind the partnership:
“Scuderia Ferrari has an overwhelmingly adult fan base, which is important to ZYN as the brand innovates regularly and communicates carefully. This partnership is built on a rich history that spans 50 years. Bringing ZYN into this space allows us to dispel misinformation and educate more than one billion adult smokers globally about the category.”
Bryson remained tight-lipped when we asked about upcoming collaborations tied to this partnership, but emphasized that every activation is carefully planned with intention and a touch of disruption. PMI has previously teamed up with Steve Aoki for IQOS and with Italian design brand SELETTI during Milan Design Week — so we’re expecting something creative. At Monza, the team proved they can seamlessly combine education, entertainment, and adult engagement.
What It All Means
Strip away the corporate talk: this partnership is about evolution. Ferrari speaks in horsepower, legacy, and adrenaline. ZYN speaks in intention, innovation, and adult choice. Together, they’re redefining what a 50-year partnership can look like in a world moving at F1 speed.
And if the energy we felt in Maranello is anything to go by, this story is only accelerating.
Part three? Dinner in Italy — and an exclusive peek inside Ferrari’s factory floor. Stay tuned.
