ZYN

Project:

Launching, advertising and marketing ZYN in the UK and Europe, including a full CRM programme.
 
Creative & copywriting:

• ATL & OOH
  
• CRM
  
• Display
  
• Experiential
  
• Film
  
• Sales promotion
  
• Social
  
• Website
  
• Word-of-mouth
  
• B2C, B2B & internal

Details:

ZYN is a tobacco-free nicotine pouch. Designed to persuade smokers away from carcinogenic tobacco products, ZYN was originally created by Swedish Match for the US, where it quickly became the market leader.

From creating brand films to launching new flavours and taking ZYN on tour across the UK, we covered every aspect of the brand’s output.

Impact:

After a highly successful launch and growth period, ZYN (as part of Swedish Match) was purchased by PMI in 2023.

The innovators behind ZYN have now launched KLAR, a revolutionary new bioceramic nicotine pouch. I was lead copywriter, developing the verbal identity, key messaging and all launch copy.

Folio examples here (password required).