Marketing for Sensa: A novel “zero nicotine vapor product” from a major tobacco company

Abstract

On July 1, 2024, RJ Reynolds Vapor Company (RJRVC) introduced Sensa, the first disposable "zero nicotine vapor product" from a major tobacco company. Sensa sold more than 100,000 units as of September 10, 2024 and has been marketed through several channels. Direct-mail and magazine ads appeal to consumers’ senses (e.g., “awaken your senses”) and showcase Sensa’s six flavor options: Berry Fusion, Berry Watermelon Fusion, Blueberry Frost, Mint Frost, Passionfruit Frost, and Watermelon Frost. Our chemical characterization of all Sensa flavors (except Berry Watermelon Fusion) found neotame (a potent artificial sweetener) and WS-23 (a synthetic coolant) in all samples, while all “Frost” flavors tested contained another synthetic coolant, WS-3. Although RJRVC states that Sensa is for “adult tobacco and vapor consumers,” Sensa’s resemblance to popular disposable vaping devices and youth-appealing flavors raise concerns about Sensa’s appeal to young people, and limited regulations for “zero nicotine” products introduce uncertainty about product safety.