VEEV Brings a Smoke-Free Vision to Scorpion Kings Live, Enhancing a Celebration of Music and Culture

As DJ Maphorisa and Kabza De Small delivered a celebration of South African music and culture, another transformation was taking place beyond the main stage.

Philip Morris International (PMI) used the event as a platform to engage adult consumers with VEEV, its smoke-free alternative. Integrated seamlessly into the festival experience, the vibrant activation created opportunities for meaningful conversations around smoke-free innovation and modern lifestyle choices. By connecting with consumers in a culturally relevant environment, PMI reinforced its commitment to advancing a smoke-free future.

VEEV Brings Smoke-Free Innovation to the Heart of Amapiano Culture

For decades, major lifestyle and music events have been closely associated with traditional smoking. PMI’s presence at Scorpion Kings Live demonstrated how cultural spaces are evolving to embrace a smoke-free future.

At the heart of PMI’s approach is a commitment to providing better alternatives for adult smokers who would otherwise continue smoking. PMI recognises that smoke-free products are not risk-free and are intended exclusively for adults. Through VEEV’s presence at high-energy cultural experiences such as Scorpion Kings Live, PMI highlighted its smoke-free vision while engaging with adult consumers in a responsible and relevant way. Rather than positioning vaping as a lifestyle choice for everyone, the focus remains on encouraging adult smokers to consider smoke-free alternatives.

Speaking on the sidelines of the event, Daniel Gyefour, Director of Smoke-Free Products at PMI South Africa, emphasized the company’s uncompromising stance on responsible distribution:

“For us, responsible commercialisation of VEEV goes beyond product innovation. It includes strict marketing standards, retailer education, age-verification measures, and visible in-store reminders such as posters and 18+ signage. Preventing underage access is a responsibility we share with retailers, regulators, and society, and one we take very seriously. Nicotine products should not be used by minors. No exceptions.”

Gyefour’s message reinforces PMI’s broader mandate: delivering harm-reduced alternatives to existing adult smokers while upholding strict, non-negotiable responsible marketing standards.

Inside the Activation Stall: A Experience Tailored for Festival-Goers

A key highlight for festival-goers was the dedicated VEEV activation stall, strategically positioned to offer adult smokers a unique, high-touch experience amidst the festival atmosphere.

More than just an educational booth, the activation balanced responsible engagement with memorable festival touches:

• Custom VEEV Engraving: Festival-goers were given the opportunity to personalize their devices on the spot with custom laser engraving turning a smoke-free device into a personalised keepsake from the event.
• Electrolyte Station: Recognising the physical demands of dancing through a marathon Amapiano showcase, the stall featured a dedicated electrolyte station to keep adult attendees hydrated and refreshed throughout the day & night.
• Adult-Only Verification: In strict adherence to Gyefour’s stance on youth access prevention, rigorous age-verification entry checks ensured that only verified adult nicotine users were allowed inside the space.
• Harm-Reduction & Device Support: Specially trained brand ambassadors guided adult smokers through how VEEV’s technology works, comparing it to traditional combustion and helping them navigate their switching journeys.

Navigating the Future: Culture, Science, and Responsibility

As South Africa continues to shape the future of nicotine regulation, introducing smoke-free alternatives at major cultural events has become increasingly relevant. PMI’s presence at Scorpion Kings Live demonstrated how adult consumers can be engaged through responsible access to smoke-free products, while reinforcing the importance of strict youth prevention measures and informed consumer choice. By embedding smoke-free innovation within one of the country’s biggest cultural moments, PMI highlighted a vision where harm reduction, regulation, and lifestyle experiences can coexist.

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