|
|
Japan Tobacco Inc : MILD SEVEN Evolves to MEVIUS Merging Two Menthol Series Source from: 4-traders 11/30/2012  Japan Tobacco Inc. (JT) (TSE: 2914) announced today the merging of two of its Mild Seven menthol series, the Aqua and the Impact Series, into "Mevius Premium Menthol," which uses 100 percent natural menthol and will be rolled-out across Japan from early February. The Company will continue to offer further added value and satisfaction to consumers by actively increasing investment to enhance Mild Seven's brand equity as part of its mid- to long-term brand strategy, aiming for attaining the number one global premium brand position. As of early February 2013, Mild Seven will change to a new brand name - Mevius - for the purpose of demonstrating to consumers around the world the "commitment of the brand to the further evolution" and "the brand's ongoing efforts to endlessly evolve itself." A clear and refreshing menthol flavor that immediately spreads in the mouth with 100 percent natural menthol. The menthol category in the Japanese domestic tobacco market has been growing(*). In this category, Mild Seven is currently represented by the Aqua Series, which offers a clear menthol flavor, and the Impact Series, which offers a strong menthol sensation with an impactful smoking experience. These two series have been very well-received by many of our consumers. With the introduction of the new brand name Mevius, the two series will be merged into Mevius Premium Menthol, consisting of a new lineup of three products. "Mevius Premium Menthol One 100's," "Mevius Premium Menthol One" and "Mevius Premium Menthol 5" will be launched across Japan from early February 2013. The Mevius Premium Menthol products offer a clear and refreshing flavor that immediately spreads in the mouth through the use of 100 percent natural menthol, while maintaining the smooth menthol sensation, which are the characteristics of the Aqua and the Impact series. The new package design retains Mild Seven's icon, and emphasizes the characteristic of a clear and strong natural menthol sensation with prominent lines evoking images of light emanating from natural menthol crystals on an emerald green background. With the new Mevius brand name and through product lineup extensions, the Company is committed to increasing consumer satisfaction by developing Mild Seven's brand equity, characterized by its smooth flavor and aroma. (*) Internal research Merging of the menthol series and change of the lineup As of November 2012 From early February 2013 Mevius Premium Menthol One 100's Mevius Premium Menthol One Mevius Premium Menthol 5 ### Japan Tobacco Inc. is a leading international tobacco product company. Its products are sold in over 120 countries and its internationally recognized cigarette brands include Winston, Camel, Mild Seven and Benson & Hedges. With diversified operations, JT is also actively present in pharmaceuticals and foods. The company's revenue was JPY 2.034 trillion (US$24,745 million(*)) in the fiscal year ended March 31, 2012. * Translated at the rate of JPY 82.19 per $1, as of March 30, 2012 Enditem Related Updates |
