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- Your ATTN Please || Saturday, 13 July
Your ATTN Please || Saturday, 13 July
Vaping’s out. Zyning’s in.
But how did 1 nicotine pouch brand singlehandedly flip vaping culture on its head?
Today you’ll find out why Zyn’s snagged a whopping 76% market share in the US.
In today's newsletter:
The 'Zyn-ematic' universe (here’s how the smokeless nicotine pouches created a subculture around their brand)
Why 'Got Milk?' still works, 25 years later (only this time, they’re coming for plant-based milks!)
Trend plug - I’m here & you’re not!
Ask the Editor - How should I be promoting my new beef jerky products?
- Charlotte, Editor ♡
p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.
The ‘Zyn-ematic’ Universe
Zyn, the smokeless nicotine pouch brand, has created its own subculture, complete with unique slang and a loyal following, especially among young men. This has led to the brand capturing 76% of the US nicotine pouch market.
Cigarettes are no longer vogue (sorry Lana.)
Vaping is now cringe (thank God).
When a new supreme rises, the old one fades away.
So, what is a Zyn (and why the hell does it have its own language)?
Zyn are smokeless nicotine pouches.
Society has progressed past the need for smoking, apparently. But not the need for nicotine, though.
Zyn is a tiny white pouch, roughly the size and shape of a piece of gum that nestles neatly between your gum and lip. It's made of a permeable wrapper and stuffed full of nicotine powder, which slowly releases out of the wrapper, giving you a 'hit.'
Think, snuff, but without the tobacco, or the need to periodically, obnoxiously spit.
Zyn's sold in circular tins containing 15-20 pouches, each of which contains anywhere from 1.5mg to 9mg of nicotine.
Originally produced in Stockholm, the brand was sold to the American multinational Philip Morris International (PMI) for $16B in 2022.
-Sophie, Writer
Why ‘Got Milk’ Still Works, 25 Years Later
In the ‘90s, the iconic 'Got Milk?' campaign boosted dairy consumption with its celebrity milk moustaches. The campaign's recently been revived with Aubrey Plaza in response to the rise of plant-based milks.
‘Got Milk?’ was the cream of the campaign crop in the 90s.
Americans were down on their dairy intake. And the industry's solution to this became one of the most famous ad campaigns in history.
One that had celebrities calling, begging to be included in the iconic Milk Moustache phenomenon that dominated print media at the time.
At the turn of the millennium, milk ads had taken over.
'Got Milk?' was printed on Oreo and Cheerio boxes. Even Mattel began producing Hot Wheels and Barbies with the famed slogan attached.
After a long run, the ad campaign was retired in 2014.
25 years has now passed since 'Got Milk?' entered public consciousness (yes, we are old.)
Plant based milks have plagued – I mean – overpowered the market.
And Big Dairy must have decided enough is enough.
Because last year, they revived the iconic motif in a campaign featuring Aubrey Plaza sporting a familiar creamy arc on her upper lip.
-Sophie, Writer
Trend Plug - I’m Here & You’re Not!
This latest trend comes from a clip of Sabrina Carpenter's performance on SNL where she says, 'I'm on SNL, and you're not.'
Tiktokers are using this sound to talk about something they love to brag about, or times when they've proved haters wrong.
How to jump on this trend:
Use onscreen text to describe something you're proud of. This can also be a time you've proven yourself when someone didn't believe in you. Don't forget to lip sync to the words in the sound.
A few ideas to get you started:
'When people said I'd never make it far, but now I'm getting paid to make TikToks and they're not'
'When people made fun of me in school for making YouTube videos but now I get paid to make them'
Reminding the client why they came to me in the first place (this one is messy)
-Carter, Intern
Tune in to the YAP Podcast
We’re breaking it down for you.
Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.
Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.
Ask the Editor
Q - I've been cold emailing retailers to try to get my new homemade beef jerky on the shelves but I'm not having a lot of success. What else can I do to get more business? - Erik
Hey Erik!
If you're only cold emailing, I'm not that surprised you're struggling. You need to get out and actually meet people so they know about your products.
You should be going to local farmers markets and trade shows. Go meet other businesses in your area who might be interested in partnering with you (think breweries, catering companies, etc). Create as much social media content as you can. Do special offers and givewaways.
Especially as you're just starting out, you can't just do one thing to promote your product. You need to be as many places as possible to spread the word so people actually know about it!
- Charlotte, Editor ♡
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