ZYN Unveils “The Power of a Second” Alongside Scuderia Ferrari HP at Monza

At Monza, fractions of a second can redefine a race. During the Italian Grand Prix weekend, ZYN introduced “The Power of a Second” at a media gathering in Milan. The presence of ZYN at Monza marked a new chapter in PMI’s long-standing partnership with Scuderia Ferrari HP. The initiative is intended exclusively for adult nicotine consumers of legal age.

ZYN at Monza: Precision, Pressure and Progress

Scuderia Ferrari HP framed the discussion through the realities of elite racing. Preparation, rapid decisions and constant improvement shape every performance. Meanwhile, ZYN extended those themes into a broader reflection on decisive moments and the memories they create.

A Partnership Spanning Five Decades

The relationship between Philip Morris International and Scuderia Ferrari HP extends across more than 50 years. Therefore, Monza offered a symbolic setting for its latest evolution.

Stefano Volpetti, Chief Global Growth Officer at PMI, described the circuit as a meaningful backdrop for this new chapter. In his view, the moment reflects a shared intention to evolve before one of motorsport’s most passionate audiences.

From Sporting Performance to Cultural Ritual

The presentation also moved beyond the technical side of Formula 1. Instead, it considered the rituals surrounding each race. Anticipation, preparation and collective attention all contribute to the experience.

Moreover, these moments often remain memorable long after the final lap. ZYN used this cultural dimension to explain how brands seek relevance within interests that already unite adult audiences.

The Power of a Second as a Cultural Lens

“The Power of a Second” positions time as the link between precision and human experience. On the circuit, a single second can transform an outcome. Beyond it, the concept presents time as a sequence of decisions that shape what follows.

James Ryan, Senior Director Marketing Oral Products at PMI, explained that the strategy focuses on existing moments of passion and shared identity. However, the brand also aims to approach these spaces with intention and cultural relevance.

A Necessary Health Context

ZYN is a nicotine pouch brand intended only for adults of legal age who already consume nicotine. Its products contain nicotine, which is addictive, and they are not risk-free. They are also not a substitute for completely stopping tobacco and nicotine consumption.

In January 2025, the FDA authorized the marketing of 20 specific ZYN products in the United States. However, the agency clearly states that authorization does not mean these products are safe or “FDA approved.” It also advises young people and non-users not to start consuming nicotine products.

A Corporate Story Framed by Time

Ultimately, ZYN at Monza uses motorsport’s relationship with time to frame the next stage of a historic corporate alliance. The initiative connects heritage, competition and cultural memory. Still, its adult-only positioning and health context remain essential to any responsible account of the launch.