STG has big summer consumer activation plan for XQS

Scandinavian Tobacco Group UK has announced a major consumer activation plan to get its recently launched XQS nicotine pouch brand into the hands of thousands of consumers throughout the summer.

XQS has already been making waves in the next gen nicotine category since launching back in May but is about to have its profile raised significantly. This summer activation programme will see a huge 60-day sampling campaign in high footfall areas across London, as well as smaller sampling campaigns in other cities like Birmingham, Manchester, Bristol and Leeds. This will be supplemented by festival sampling, targeted office drops and a sizeable social media campaign 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. XQS pouches are recognized for their innovative flavours and in recent years the brand has expanded into new territories, including Switzerland and South Africa amongst others, as well as showing strong growth in its native Sweden.

“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," said STG’s UK Head of Marketing, Prianka Jhingan. "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.”