By Timothy S. Donahue
Top Takeaways:
- Signature sound: PMI is building Zyn’s new national campaign around the recognizable “click” of its pouch cans.
- Q4 rollout: “When It Clicks” will expand nationally across retail, digital, out-of-home and cultural events.
- Beyond advertising: Zyn plans music, sports, entertainment and art activations, including limited-edition metal cases.
Zyn wants its click to be more than just the sound of opening a can.
Philip Morris International’s U.S. businesses are rolling out “When It Clicks,” a national Zyn campaign centered on the nicotine pouch brand’s signature sound and the idea of staying engaged in everyday moments.
Following a soft launch this summer, PMI U.S. plans to roll out the campaign nationwide in the fourth quarter through point-of-sale, digital, out-of-home, and live cultural programming aimed at legal-age adult nicotine consumers.
“At its core, ‘When It Clicks’ is built on both a product and an emotional truth,” said Seth Kaufman, chief commercial officer at PMI U.S. “For adult nicotine consumers, it’s about having a way to stay engaged in the moment without missing what’s happening around them.”
The campaign uses the sound of a Zyn can opening as a recurring brand cue and uses brackets — “( )” — as a visual device to highlight moments when things “click.”
PMI U.S. will introduce the campaign to retailers and distributors at the National Association of Convenience Stores Show in early October, then expand consumer activations into music, entertainment, sports and art. The company said the platform will continue to expand in 2027.
Zyn will also release limited-edition metal cases featuring original artwork by American and U.S.-based artists starting in the fourth quarter. The collectible cases are accessories and do not contain nicotine pouches.
The national campaign follows a significant regulatory milestone for Zyn. In June, the U.S. Food and Drug Administration granted modified risk orders for 20 Zyn products, making them the first nicotine pouches authorized to carry a reduced-risk claim relative to cigarettes.
