New awareness campaign launched for XQS nicotine pouches

Scandinavian Tobacco Group UK has unveiled a new consumer activation plan for its recently-launched XQS nicotine pouch brand.

A summer activation programme will see a 60-day sampling campaign in high footfall areas across London, as well as smaller sampling campaigns in other cities like Birmingham, Manchester, Bristol and Leeds. This will be supplemented by festival sampling, targeted office drops and a sizeable social media campaign across a variety of channels including Instagram, TikTok and more.

STG acquired Swedish smoke-free brand XQS last year, as part of the company’s strategy to enter the next gen nicotine category.

STG’s UK head of marketing, Prianka Jhingan, said: “We know existing pouch users are going to love XQS when they try it, due to the great flavours and uniquely smaller pouch size, so driving trial by getting cans into hands is an important part of our strategy. This summer’s campaign will allow us to introduce XQS to thousands of potential customers across the UK and we look forward to hearing their feedback.”