• by Les Luchter , Yesterday

Focusing on the growing nicotine use among Gen Z, Truth Initiative launched its latest national campaign on Wednesday, adding nicotine pouches to its ongoing anti-nicotine initiative, bringing cigarettes back into the picture for the first time in nearly a decade, as well as focusing on e-cigarettes/vaping.

The problem, said the nonprofit, is the rise in numbers of young people using multiple nicotine products at the same time.

Titled “Outsmart Nicotine,” the campaign connects viewers to free quitting support through its  EX Program.

The first three spots — “Drive Thru,” “Study Sesh,” and “Crush” — aim to “showcase how nicotine use can become a cycle of addiction that is tied to everyday stressors like school, work, social life and family pressures,” Kathy Crosby, Truth Initiative’s CEO/President, tells Marketing Daily. In particular, “Study Sesh,” which portrays a student juggling academic pressure and nicotine cravings, is the group’s “first-ever effort to show and address the dual use of e-cigarettes and nicotine pouches.”

The campaign will include three more spots, from Mojo Supermarket with SixTwentySix, that will run as paid ads across digital, streaming and social platforms nationwide, with Interpublic’s Initiative handling the media buying.

The core audience are 18- to 24-year-olds, “but we have some media placements which aim to reach slightly younger (ages 13-17) as well. Nearly one in five young adults are now at risk of long-term nicotine addiction because use among this group remains alarmingly high,” says Crosby. “Additionally, among younger audiences, signs of serious addiction are rising, with nearly 40% of middle and high school students vaping almost daily.”

Coincidentally, on April 9, FRE Nicotine Pouches announced a multiyear deal to become the official nicotine pouch partner of six sports properties: UFC (mixed martial arts), Zuffa Boxing, PBR (bullriding), UFC BJJ (jiu-jitsu), World’s Strongest Man and Formula Drift (auto sliding).  FRE promised to deliver “exclusive fan activations, custom content, and on-site experiences for adult nicotine users,” starting with the UFC 327 this Saturday, in Miami.

Crosby cites the lack of cigarette-like (or even smokeless tobacco) restrictions for “nicotine pouch” sponsorships, noting “we’re now seeing pouch brands show up in sports and cultural moments that reach young audiences. That lack of oversight is exposing young people to aggressive marketing without the protections they deserve—putting a new generation at risk of nicotine addiction. It’s exactly why evidence-based quitting programs are more critical than ever to give young people the trusted information and support they need to quit.” 

Truth Initiative reports that pouches, such as Philip Morris’ Zyn. are one of the fastest growing nicotine product categories, with sales nearly tripling from $145 million in January 2023 to $404 million in  December 2024. Viral “Zynfluencer” content on TikTok may be linked to rising pouch sales, the nonprofit says.

As for cigarettes, Truth Initiative pointed to “the continued glamorization of smoking in popular culture” and “phrases like ‘drunk cigs don’t count’ popularized by outlets like Barstool Sports.”

The group also reports that more than 45% of youth and nearly 53% of young adults who used e-cigarette in the previous month also used at least one additional tobacco product, such as cigarettes, cigars or nicotine pouches. 

Truth Initiative’s free EX Program, which is the campaign’s call-to-action, has served nearly 1 million 13- to 24-year-old since 2024. “In addition to our campaign, we also know that the program itself has shown it can increase the odds of quitting by up to 40% through two clinical trials.” Crosby says.

“While nicotine may feel like a quick fix for stress or anxiety, those effects are short lived and can quickly lead to cravings and withdrawal that keep people using more," adds Crosby. "Over time, this cycle can deepen nicotine dependence and worsen feelings of anxiety, depression, and stress. Quitting can alleviate these symptoms and lead to long-term improved mental health.”