Last weekend, Philip Morris South Africa (PMSA) took its ongoing conversation about the future of nicotine consumption out of traditional corporate boardrooms and directly into one of the country’s most iconic entertainment spaces. Partnering with FNB Stadium, PMSA hosted an exclusive media engagement at Scorpion Kings Live on Saturday, 19 September 2026, leveraging the vibrant atmosphere created by Amapiano legends Kabza De Small and DJ Maphorisa to spotlight smoke-free alternatives.
The philosophy behind the activation was straightforward: music and live culture are central to how South Africans connect, and as these shared spaces evolve, so do the expectations of the adult consumers who inhabit them.
A Media Briefing on the Smoke-Free Future:
Prior to the event, invited media gathered for a briefing led by Daniel Gyefour, PMI’s Smoke-Free Director for Sub-Saharan Africa. Gyefour outlined PMI’s long-term global direction, centering the discussion around four key pillars:
- PMI’s Smoke-Free Vision: The company’s goal of replacing traditional cigarettes with scientifically substantiated smoke-free alternatives for adult smokers.
- Science and Innovation in Harm Reduction: The role of R&D in developing smoke-free devices, emphasizing that while these products are not risk-free, they represent a fundamentally different approach compared to continued combustible smoking.
- Shifting Social Expectations: How public venue norms, night-life culture, and event management are adapting to smoke-free spaces and consumer demand.
- Respecting Shared Spaces: Preserving South Africa’s vibrant, shared cultural moments while fostering environments that are considerate of non-users and surrounding crowds.
The final point stood out in particular. Rather than framing the transition strictly as a personal health choice or a product switch, the discussion framed harm reduction around collective environments and public etiquette.
Consumer Zeal, Form Factors, and Nicotine Pouches:
During a side conversation with Gyefour, I brought up a practical question about product choices specifically whether form factors like oral nicotine pouches might make it easier to transition away from smoking compared to e-vapor devices like Veev.
Gyefour noted that PMI’s ultimate objective remains clear: the best choice for non-smokers is never to start, and for current smokers, the ideal path is to quit nicotine entirely. However, for adults who continue to use nicotine, product preference varies significantly. He explained that different smoke-free categories cater to varying personal preferences and the individual’s level of determination or zeal to move away from cigarettes. Whether someone leans toward a vape or an oral pouch often comes down to what form factor best aligns with their habit patterns and how strongly committed they are to making the switch.
Expanding the Regional Horizon: PMI’s Vision for Zimbabwe and Sub-Saharan Africa:
Beyond South Africa, Gyefour emphasized that PMI’s strategy reflects broader shifts across Sub-Saharan Africa. What makes this moment particularly significant especially for me being originally Zimbabwean in the media space working closely with PMI is how this vision is expanding into home territory.
Earlier this year, PMI announced strategic moves to re-establish a direct presence in Zimbabwe after an absence of nearly two decades. The tide shifted following high-level diplomatic engagements between Zimbabwean Minister Professor Amon Murwira and PMI leadership, alongside a delegation visit led by PMI’s Chief Corporate Affairs Officer, Christos Harpantidis.
For me, this re-entry sets PMI’s vision on a crucial new path. During my previous engagement with PMI in Dubai, I brought up how accessible harm-reduction products can play a transformative role in countries like Zimbabwe, where a significant number of unemployed youth fall into hardcore drug abuse. Providing viable, regulated, and reduced-risk alternatives for adult consumers opens up a broader dialogue on wellness, harm reduction, and social impact in developing economies.
This momentum in Southern Africa aligns with PMI’s ongoing evolution across the broader continent, including strategic market developments in East Africa such as Kenya. Together, these regional shifts illustrate that Africa is rapidly moving to the forefront of PMI’s global transition toward a smoke-free future.
The Veev Activation: Merging Brand and Culture:
At FNB Stadium, the Veev activation area was structured to integrate seamlessly into the broader festival environment rather than feeling like a disconnected trade stall. The setup featured device personalization stations allowing adult users to customize their devices on-site set against curated soundscapes that matched the energy of the main stage.
By positioning alternative products within a major lifestyle event, the activation illustrated how PMI can engage adult consumers within established cultural settings without disrupting the event flow.
Why You Keep Seeing Me at Veev Activations:
If you follow The Current regularly, you’ve likely noticed a series of posts covering PMI initiatives and Veev activations. Readers who followed my earlier piece breaking down PMI’s corporate pivot will know that the transition toward smoke-free alternatives is a long-term process requiring continuous dialogue.
Covering these events offers a front-row view into how a global leader like PMI navigates consumer shifts, public policy, and event culture in real time across South Africa and the broader continent.
The Takeaway:
PMI’s smoke-free alternatives are intended strictly for adult smokers who would otherwise continue to smoke or use nicotine products. They are not risk-free, and they contain nicotine, which is addictive. However, PMI’s central thesis remains that science-backed alternatives offer a better choice for adults compared to continued smoking and that cultural spaces like Scorpion Kings Live provide a relevant backdrop for that transition to take root.
Disclosure: This article was written following a media invitation and brand engagement hosted by Philip Morris South Africa (PMSA). The Current maintains editorial discretion over its event coverage and analysis.