2Firsts, November 13, 2025 – At the Dubai International Airport Duty Free area, 2Firsts observed that Philip Morris International (PMI) is significantly expanding the visibility and retail presence of its nicotine pouch brand ZYN. The brand has placed large electronic advertisements and set up dedicated retail displays for multiple product varieties.
Digital Advertising: Reinforcing the “World’s No.1” Brand Position
In the airport’s departure area, ZYN has installed a large-format digital billboard prominently showcasing its nicotine pouch lineup. The main visuals highlight flavors such as Spearmint, Black Cherry, Cool Mint, and Coffee, with sleek and modern product imagery.
The upper right corner of the display reads “WORLD’S NO.1 NICOTINE POUCH BRAND”, while a small disclaimer at the bottom notes:
“PMI reported global shipment volumes and in-market sales estimates of nicotine pouch units, from December 2023 to December 2024.”
Market Landscape: ZYN Competes Side-by-Side with VELO
In terms of pricing, ZYN products with a nicotine content of 9 mg are priced at 60 AED (approximately USD 16.67) per 5-can pack, while those with 1.5 mg of nicotine are priced at 55 AED (approximately USD 15.28) per 5-can pack.
A “Buy any 3, get 1 free” promotion is also displayed on the retail shelves, indicating the brand’s active effort to boost sales through duty-free channels.
Displayed alongside ZYN is VELO, a nicotine pouch brand under British American Tobacco (BAT). Positioned nearby, the VELO display features flavors such as Spearmint, Freezing Peppermint, and Wintery Watermelon.
Among them, products with a nicotine content of 14 mg are priced at 72 AED (approximately USD 20) per 5-can pack, while those with 10.9 mg of nicotine are priced at 65 AED (approximately USD 18.06) per 5-can pack, also adopting a “Buy 3, get 1 free” promotional strategy.
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