PHILLIP Morris International set camp at Ultra South Africa 2026 at Nasrec on Johannesburg’s southwest, on the occasion of the eve of South Africa’s 32nd anniversary of freedom, with the aim of conscientising the multitude of revellers to informed choices when it comes to how they engage with nicotine in social spaces, and modern environments.
The entity’s presence at a shindig which represented an adult cultural platform where music, lifestyle, creativity and self-expression intersected, was apt since millions of adults continue to use combustible cigarettes in social spaces.
For adult consumers, this includes having access to information and a range of options that allow them to make informed decisions aligned with their needs and lifestyles. It is where smokefree alternatives play an important role for adults who do not quit nicotine entirely.
This underscores the relevance of expanding alternative product categories that move away from combustion, rather than relying on one size fits all approaches.
From PMI’s perspective, smokefree products offer adult consumers options that function differently from cigarettes, primarily by eliminating combustion.
Hence, the entity’s presence at ULTRA – which reflects demand for more discreet, socially considerate formats which align with shared spaces and modern lifestyles.
Furthermore, the entity has a long-term ambition to move away from cigarettes by expanding access to smokefree alternatives for adult nicotine users who would otherwise continue to smoke. And with an approach grounded in science, innovation, and consumer choice – it’s no wonder the entity has invested over USD 14 billion globally in the research, development, and commercialisation of smokefree products, since 2008.
In the case of Phillip Morris South Africa, its role is not to direct consumer behaviour, but to ensure that better alternatives exist, and that adults can access information to make informed choices.
At PMSA’s Zyn zone, the media corps got the opportunity to engage in a Q&A with Daniel Gyefour, PMI’s Director: SmokeFree Products for Sub-Saharan Africa.
He had the following to say: “Freedom of choice is an important part of this conversation. It’s about ensuring that adult consumers have access to alternatives and the information they need to make informed decisions.”
He continued: “The reality is that many adult nicotine users are not ready to quit entirely. That’s why expanding the range of smokefree alternatives is so important. Our role is not to direct consumer behaviour, but to ensure that better options exist for adults who would otherwise continue to smoke.
Cultural spaces like ULTRA reflect how lifestyles are evolving and innovation has to keep pace with how adults live today.”
At ULTRA South Africa, PMSA offered a multicategory of products such as IQOS ILUMA, an advanced heat not burn device; ZYN nicotine pouches designed for adult nicotine users seeking a convenient, odourless, smokefree format suitable for modern social environments; and VEEV EVapour which offer another smokefree alternative for adult consumers.
Amidst hired vendors carrying backpacks containing the products and roaming about to sell to revellers, Gyefour engaged with a Johannesburg resident named Andrew Hibbert who mentioned that he quit smoking cigarettes five years ago.
Having since switched to IQOS, Hibbert ventured to have adapted to the transition since his experience with the substitute product is “close to cigarettes” – in addition to costing the same price.
Also at the Zyn smoke-free zone, artist Russell Abrahams was busy onsite, enabling adult attendees to customize Tshirts with visual motifs and messages signalling their endorsement of a smoke-free future.
An international event – which moved on to Cape Town subsequent to the Joburg staging – ULTRA is a platform for self-expression from music and fashion to art and identity.
The freedom weekend activation was claimed to have been intended as a creative, culturally relevant expression of personal choice and progress, rather than brand promotion. – Additional reporting- Jacob MAWELA
Image Jacob MAWELA (Daniel Gyefour, PMI’s Director of smoke-free products for Sub-Saharan Africa limned conversing with guest Andrew Hibbert during Ultra South Africa, at Nasrec).
