STG launches consumer sampling campaign and holiday prize draw

Scandinavian Tobacco Group UK (STG) has announced a summer sampling campaign for its XQS nicotine pouch brand, offering consumers the chance to win a weekend in Ibiza and other prizes.

Throughout July and August, XQS sampling teams will be across the nation, giving away thousands of sampling sachets to consumers, with the winner selected at random on 1 September.

Each sachet has a QR code which directs to a landing page, where consumers can enter a prize draw to win a trip to Ibiza or other prizes including Deliveroo gift cards and XQS merchandise. Consumers simply scan the QR code and enter their details for a chance to win.

The activation will further be supported on social media where consumers can sign up for a free sample sachet and enter the competition.

STG’s UK head of marketing Prianka Jhingan comments: “It’s just over a year since we launched XQS, but it’s off to a flying start and is already the fifth biggest pouch brand in the convenience channel, with eight flavours already in the portfolio and more to follow.

“This exciting summer sampling campaign will help get even more cans into hands, with a motivating prize of a trip to Ibiza. Welcome to the summer of XQS!”