Scandinavian Tobacco Group (STG) has launched a major sampling campaign to get its recently launched XQS nicotine pouches into the hands of thousands of consumers throughout the summer.
Sampling will take place in high footfall areas across a number of UK cities, supplemented by targeted office drops and festival activity.
The campaign will be bolstered by social media activity across a variety of channels including Instagram, TikTok and more.
STG acquired Swedish smoke-free brand XQS last year, as a core part of the company’s growth strategy is to enter the next gen nicotine category to complement its core range and diversify its portfolio.
STG’s UK Head of Marketing, Prianka Jhingan, commented: “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.”
