Inspired by the role ZYN can play in helping adult nicotine users stay engaged in those moments, "When It Clicks" celebrates the feeling of being in sync, when effort, timing, and confidence come together. The campaign, which aligns with PMI U.S.'s approach to responsible marketing, spans point of sale, digital, out-of-home, and live cultural events, connecting ZYN to everyday scenes where adult nicotine users want to be more present.
"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. This campaign shines a light on those moments when everything clicks into place and adults can fully immerse themselves in the experiences that matter most."
A key visual device in the campaign is the use of brackets ("( )") to highlight moments when things 'click.' Together with the distinctive sound and the "When It Clicks" tagline, these elements create a flexible creative system for storytelling, experiences, and culture.
Following a soft launch this summer, PMI U.S. will bring "When It Clicks" to full national scale in the fourth quarter of 2026 through trade and consumer programming designed for legal-age adult nicotine consumers. Grounded in insights that these consumers are navigating attention overload, social friction, and a constant pull to be everywhere at once, the platform speaks to moments when they want to be more present without stepping away from the experiences around them. The platform will debut to retail trade partners and distributors at the National Association of Convenience Stores (NACS) Show in early October, followed by consumer-facing engagements that bring the "click" to life in culture, from music and entertainment to sport and art.
ZYN will also release limited-edition metal ZYN cases showcasing original artwork from a curated group of American and U.S.-based artists with each design capturing the spirit of creativity. Available for purchase beginning in Q4, these cases are accessories only and do not contain nicotine pouches. The American Art Series extends the "When It Clicks" platform beyond traditional advertising, connecting ZYN's signature idea to moments of inspiration, artistry, and national celebration.
PMI U.S. will continue to expand the platform in 2027 with activations for adult nicotine consumers across multiple channels. The campaign aims to connect the "click" to the sounds, experiences, and passions shaping modern culture, reaching new adult nicotine consumer communities and occasions as it evolves.
Editor's Note
At PMI U.S., we are deeply committed to preventing access to nicotine products by individuals under the age of 21. No one below the legal age should use nicotine in any form. Nicotine products are addictive and not risk-free. ZYN products are intended for adults 21+ who currently use nicotine products. PMI U.S.'s responsible marketing practices include, but are not limited to, publishing advertising that features only individuals aged 35 or older, requiring third-party age verification (21+) on branded websites, limiting our owned social media presence to platforms with age-gated controls, not engaging in product placement in movies or television, and investing in technologies to further restrict access to nicotine products by those under 21.
PMI U.S.: Invested in America
Philip Morris International Inc.'s U.S. businesses are invested in America's future and advancing a smoke-free nation. The businesses are committed to providing the approximately 25 million legal-age consumers who smoke cigarettes with better, smoke-free alternatives and to ensuring the products are marketed responsibly. From PMI's global headquarters in Stamford, Connecticut, and other locations nationwide, PMI U.S. contributes leadership, jobs, investment, and innovation in the U.S. The U.S. businesses employ more than 3,000 people across America and operate product manufacturing facilities, including in Aurora, Colorado, Owensboro, Kentucky, and Wilson, North Carolina. For more information, please visit www.uspmi.com.
References to "PMI" mean the Philip Morris International family of companies. "PMI U.S.," "we," "our," and "us" refer to one or more PMI U.S. businesses.
SOURCE PMI US Corporate Services, Inc.
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