PMI US has launched its “Invested in America” advertising campaign, highlighting its homegrown manufacturing expansion plans, including a $600 million investment in a ZYN nicotine pouch manufacturing facility in Arizona, which is expected to create 500 direct jobs and 1,000 indirect jobs.
Core Points to Watch:
- Manufacturing Layout: $600 million ZYN facility in Arizona, U.S., opens in late 2025. Supplements existing manufacturing site capacity in Kentucky. The annual economic impact is estimated at $550 million.
- MARKET STRATEGY: Responding to a surge in demand for nicotine pouches in the US. Currently employs 2,500 people across the U.S. and is headquartered in Connecticut.
- Communication strategy: Advertising in mainstream media such as the New York Times. Precision targeting of the adult audience over 21 years of age. Emphasis on job creation and manufacturing revitalization.
PMI Launches “Invest in America” Advertising Campaign
On July 3, CSP reported that PMI US launched a new “Invested in America” advertising campaign.
The multi-channel campaign, published in major publications such as The New York Times and The Wall Street Journal, highlights PMI’s role in “driving job growth, revitalizing the manufacturing sector, improving public health by providing better choices for adults over the age of 21 who smoke, and strengthening communities across the country.
Stacey Kennedy, president and U.S. CEO of PMI Americas, said:
- “This campaign exemplifies our innovative spirit and determination to reshape our entire industry and strengthen America. It also exemplifies our commitment to meaningful investments that create real value for our business, our employees and our communities.”
ZYN plant to be fully operational by 2026
The event comes as PMI prepares to break ground on its $600 million ZYN manufacturing plant in Aurora later in 2025. Construction plans for the plant were initially announced in July 2024. The 500-job plant represents a significant increase in Fillmore International’s U.S. smokeless product manufacturing capacity.
Construction is expected to take approximately two years, with operations set to begin in late 2025 and full production in 2026. According to PMI, the plant will have an annual economic impact of approximately $550 million and create an additional 1,000 indirect jobs in the region.
The Colorado plant will complement ZYN production at Fillmore International’s existing Kentucky plant, which Fillmore International acquired in 2022 through its acquisition of Swedish Match. The expansion is designed to meet rapidly growing consumer demand for nicotine pouches in the U.S. market.
PMI currently employs approximately 2,500 people in the U.S. and is headquartered in Stamford, Connecticut.
“The Invest in America campaign targets” “key opinion leaders in print”, digital, social media and connected TV channels, and PMI says its goal is to “spark a rational conversation around change,” while adhering to its marketing strategy.” While adhering to its marketing guidelines to limit advertising to adults of legal nicotine use age.
