STG to launch consumer marketing push for XQS nicotine pouches

Scandinavian Tobacco Group UK (STG) has announced a consumer marketing push to help drive awareness of its new XQS nicotine pouch range.

The campaign includes a 60-day sampling campaign across London, Manchester, Birmingham, Bristol and Leeds.

This will be supplemented by festival sampling, targeted office drops and a social media campaign across a variety of channels including Instagram, TikTok and more.

STG to launch XQS nicotine pouches

STG acquired Swedish brand XQS last year. The brand is currently the fastest-growing nicotine brand in Sweden, having more than doubled its market share and become a top-five brand in the country since the acquisition.

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.”

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