As South Africa marks another Freedom Day, a moment centred on reflection, personal agency, and freedom of choice, broader conversations are emerging around how these themes extend into contemporary adult lifestyles – including how people engage with social spaces, culture, and nicotine use.
Against this backdrop, ULTRA South Africa provides a high-energy cultural platform where music, creativity, and self-expression intersect, while also reflecting shifting social norms and expectations.
Across South Africa, many adult nicotine users continue to smoke. While quitting remains the best option, not all adults choose to quit entirely. This reality underscores the importance of ensuring access to a range of alternatives, alongside accurate information, to enable informed decision-making. Smoke-free alternatives, designed to function without combustion, form part of this evolving landscape. As shared social environments continue to change, there is a growing demand for more discreet and socially considerate formats that align with modern lifestyles. Innovation within the category is increasingly responding to these needs.
“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,” says Daniel Gyefour, Director: Smoke-Free Products, Sub-Saharan Africa at Philip Morris International.
“The reality is that many adult nicotine users are not ready to quit entirely. That’s why expanding the range of smoke-free 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.”
Philip Morris International has a long-term ambition to move away from cigarettes by expanding access to scientifically substantiated smoke-free alternatives. Since 2008, the company has invested over USD 14 billion globally in the research, development, and commercialisation of these products.
Within the ULTRA South Africa environment, this conversation is brought to life through creative and cultural expression. A collaboration with local artist Russell Abrahams enables adult attendees to customise T-shirts on-site with visual motifs and messages that reflect themes of innovation, progress, and a smoke-free future.
This activation is intended to provide a culturally relevant platform for dialogue, highlighting how innovation, lifestyle, and personal choice intersect in contemporary South Africa.
