SOUTH AFRICA remains one of our core partners in Africa, in growing our brands, hence huge investments, says Nikolaus Ricketts- President Oral Products at PMI.
He was speaking exclusively to members of the fourth estate, at the ceremony celebrating the renewal relationship between ZYN and Scuderia Ferrari HP for the Formula 1 season, in Maranello, Italy last week.
Despite gloomy weather associated with Italy, inside the famous Ferrari Museum’s warmth brought in by decorated walls, erstwhile cars and apparel, thus had to take off our winter jackets, as we engaged with thought-leaders of this sprawling brand.
“Look, we’re happy with the returns from SA, especially since we’re driving technology and innovation through our brands. Access to science through products such as ZYN gives alternative smoking to your regular cigarette smoker, and SA is on its way to becoming that alternative,” says Ricketts.
However, we can improve considering huge investments in SA, although at this stage, we must provide necessary training, human resource and support to upscale production, continued Ricketts, who unflinchingly quipped he loves SA.
With state of the art factories standing at 8 to 10 assembled by engineers, worldwide, worth billions, PMI believes that alternative science is the way to go and countries should follows in the footsteps of the likes of Japan and Sweden.
According to Ricketts, both States are becoming less of cigarette consumers and switching to technology, and we’re talking about 25million residents or so, in Japan, who have abandoned traditional smoking.
“This shows we’re responding to consumers’ needs, and as an organisation it allows us to connect, care and provide guidance were its appropriate.”
On ROIs (without mentioning figures) Ricketts said we’re pushing boundaries of technology, innovation, craft experiences for our consumers and SA is not left behind.
“Since the launch of ZYN brand in SA two-years’ ago the results are indicating uptrend, meaning there’s potential and must invest more resources to become one of our key markets in Africa,” adding traditional smoking causes cancer and we can’t allow that to happen on our watch”.
Says Ricketts, by the year 2035, my wish is to see SA and some of the markets we conduct business worldwide, being smoke free.”
With pun-intended ‘cigarettes belong in museums, not in the public’, warned Ricketts, with tongue- in-cheek.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, who dashed off to prepare for this weekend Bahrain F1 race after addressing international guests, said the renewed partnership aligns with the team’s long-term ethos.
“Ferrari has always valued partnerships built on innovation, responsibility and a vision oriented toward continuous improvement.
“As PMI advances the development of smoke-free alternatives, we are proud to evolve together uniting our shared values of excellence, discipline and innovation to drive progress both on and off the track.”
We promise fans and Ferrari F1 car lovers we’ll do better this year, assured Lorenzo.
Cool as a humungous Italian pizza Yann Marois- VP SFP Global Brands PMI, alluded that agreement fits within its responsible-marketing commitments, noting that Formula 1’s “overwhelmingly adult audience” provides a suitable platform for engaging legal-age consumers about smoke-free alternatives such as ZYN.
To whet our appetites- had an astounding pleasure to test drive the latest vrrr-phaa Ferrari GTC 4 Lusso model, so were others such as 488 GTB and Portofino Ferrari models, alongside the hills of Maranello, the home of Ferrari- were they sleep, eat, pray and play Ferrari…thrill of exhilaration!
Preceding the drive and narrow roads that made my experience unforgettable (at times forgetting we drive on the right hand in mzansi) we conducted a curated tour at the Museum simply referred to as “Sala delle Vittorie”, experiencing Pit Stop with a Ferrrari replica car, did Aperitif in the ‘simulators’ room and you guessed it right- had dinner sandwiched by replica Ferrari F1 cars from 1970 to 2024.
For the uninitiated Italy is shaped like a high-heeled (lo Stivale the boot).
Grazie mille Maranello!
Sydney Morweng- was hosted by PMI
Top image SLM (Nikolaus Ricketts- President Oral Products at PMI, recorded alongside Yann Marois- VP SFP Global Brands PMI and Bryson Thornton, Director SFP Category Communication at PMI, engaging with international media at the PMI panel discussion held at The Ferrari Museum, Maranello- Italy).
