JTI - Nordic Spirit on Beer Mats

Nordic Spirit are advertising their nicotine pouches on pub beer mats across the country.

The small, soft nicotine pouches fit discreetly under the lip are 100% tobacco free and produce no smoke, vapour or odour. They come in a range of refreshing flavours and differing strengths.

Nordic Spirit pouches are perfect for those social moments where people don’t want to miss out on the group conversation when having to go outside to smoke or vape. Nordic Spirit can be used indoors, on public transport, in sports stadiums, almost anywhere. They provide a nicotine experience without interrupting what the user is doing.

Many users of nicotine products also use alcohol, so pubs offer a relevant context for exposure. With the growing interest in alternatives to smoking, such as vaping and nicotine pouches, advertising in locations where people are already consuming alcohol may serve to remind potential customers of these alternatives.

Beer mats were seen as the ideal vehicle to carry the Nordic Spirit message as they place the brand at the centre of social groups. Displayed on every table, beer mats are a functional, tactile format offering long dwell time, ensuring the message is delivered at the exact time smokers are contemplating leaving the social group to go outside and smoke.

This strategy creates an association between Nordic Spirit and the social, casual lifestyle associated with drinking in pubs. The brand is presented as part of the experience of hanging out with friends, relaxing and socializing and so resonates more with the audience. What’s more you can claim a free sample by scanning the QR code on the back of the mats!

The activity consists of 500,000 branded beer mats in 500 pubs nationally and runs until the 1st December 2024.