Advertising the leading US nicotine pouch brand: a content analysis of ZYN advertisements from 2019 to 2023
Level 4 - case-series / case-control
Level 4 by design analogy for a descriptive cross-sectional and temporal content analysis of media artifacts.
OpenAlex W4410143152 · doi:10.1136/tc-2024-059145
What was done
Content analysis of 207 US-based consumer-facing ZYN advertisements collected between January 2019 and June 2023. Researchers coded ad features and compared promotional themes and claims before versus after Philip Morris International acquired manufacturer Swedish Match in November 2022.
What was found
Most ads were delivered via digital media, and nearly all stated nicotine strength and flavor, with peppermint being the most frequently advertised flavor over time. Post-acquisition ads had significantly fewer tobacco-free claims and significantly more spit-free claims. Top marketing claims across both periods emphasized product variety, ease of purchase, change, sales success, use-anywhere utility, and improved social interaction. Significant increases occurred post-acquisition in claims regarding ease of purchase, change, and sales success, as well as in the inclusion of reward programs and direct website links. Specific percentages and test statistics were not reported in the abstract.
Why it matters
Documents shifts in marketing strategy for the dominant US nicotine pouch brand across a major corporate ownership transition, identifying an increased emphasis on convenience, reward programs, and purchase directness.
Limits
The abstract provides no exact numerical values, effect sizes, or confidence intervals for the reported differences. The analysis is limited to 207 identified ads and may not encompass all marketing channels, such as organic social media or informal influencer promotion. Ad content analysis does not evaluate audience reach, recipient demographics, or downstream impacts on product initiation or cessation.
Cited by
- supports In 2022, Philip Morris acquired Swedish Match, the owner of Zyn, for $16 billion.