Experiencing ULTRA with ZYN: A Smoke-Free Vibe with Philip Morris South Africa

This past Friday, 9th May 2025, I found myself back at Ostrich Farm in Cape Town for my third ULTRA Music Festival—and it was nothing short of incredible. From the euphoric beats of Martin Garrix lighting up the Main Stage to the deeper sounds of Culoe De Song on the Resistance stage, the energy was electric. But this year came with an exciting twist: I had the pleasure of being hosted by Philip Morris South Africa (PMSA), who showcased their latest ZYN nicotine pouches.

As someone curious about wellness trends and emerging alternatives in the lifestyle space, I was intrigued to learn more about this product that’s making waves globally. ZYN is a tobacco-free, smoke-free nicotine pouch designed for adult nicotine users. It’s already available in over 35 global markets, and its presence at a music festival like ULTRA marks a bold statement from PMSA about a cleaner, more considerate way to consume nicotine.

What makes ZYN stand out? For one, the convenience. These small pouches are discreet, pocket-friendly, and don’t produce smoke, vapor, or ash—meaning you can use them without bothering others or stepping away from the action. Whether you're dancing in a crowd or relaxing between sets, it’s a seamless experience.

During the festival, I had the opportunity to speak with Jonathan Kwak, the Smoke-Free Products Director at PMSA, who answered a few of our burning questions about ZYN and what it represents.

When asked about the biggest challenges PMSA faces in encouraging traditional smokers to make the switch to smoke-free alternatives like ZYN, Kwak shared two key hurdles. “Number one is creating brand awareness,” he explained. “We have some limitations on how we can communicate about new products. But with ZYN, we have a bit more freedom, so we’re leveraging festivals like ULTRA and using digital media to build visibility.”

The second challenge? Affordability. "With earlier devices like IQOS, there was a higher initial cost that could deter smokers from switching," Kwak noted. "ZYN offers a more accessible entry point—it’s a lower cash outlay, making the switch easier for adult nicotine users looking for alternatives."

ZYN is available in several flavours—Black Cherry, Cool Mint, Bellini, and Espressino, with two main nicotine strengths: 3mg and 6mg. PMSA also just launched a 1.5mg (extra low) Spearmint version for those looking for a gentler option, as well as new 6mg flavours like Apple Mint and Citrus.

While PMSA acknowledges that nicotine is addictive and ZYN is not risk-free, they position the product as a better alternative for adult smokers who might otherwise continue using cigarettes. As Jonathan mentioned during our conversation, their mission is clear: to support a smoke-free South Africa and provide options that align with that future.

As a lifestyle enthusiast and someone who values both personal choice and public respect, it was refreshing to see a brand taking a bold step toward innovation—especially in a setting that celebrates freedom and self-expression.