Zyn’s Online Hype Risks Leading to the Nicotine Pouches’ Downfall Zyn represents success for Philip Morris’ “smokeless” strategy and also a major challenge: How can the company sell cigarette alternatives that aren’t so tempting it gets in trouble for hooking kids? In August 2022 a recent University of Tampa graduate named Max VanderAarde uploaded a video to TikTok. In the video he’s lounging in an armchair, pale-eyed, pink-cheeked, wearing a black sweatshirt with the hood pulled over his blond curls. He’s in character as his online persona, known as Cheddy or Freezer Tarps. He jabbers to himself for a few seconds, then breaks out into song. “Upper decky Zynnies, upper decky lip pillows, fer... [Read more]