JT to Launch 15 New Mild Seven Package Designs
and ”Mild Seven Impact One Menthol Box”
Aiming to Achieve a Third Year of Domestic Market Share Growth by Enhancing its No. 1 Brand
Tokyo, December 17, 2009--- Japan Tobacco Inc. (JT) (TSE: 2914) today announced it is redesigning 15 of the Mild Seven brand's soft pack, box and 100's box products. Additionally, a new product labeled as "Mild Seven Impact One Menthol Box" is being developed. JT plans to launch the redesigned packages and the new product in early February 2010 in Japan.
The 15 products selected to be redesigned form the backbone of the Mild Seven brand. JT's decision to redesign the packaging exemplifies the brand's philosophy, which continuously evolves with the changing trends and times. The new designs incorporate a motif of a "breeze," aiming to visually convey a refreshing and upbeat sensation.
Fifteen products redesigned packages:
| Mild Seven, Mild Seven Box, Mild Seven 100's Box |
| Mild Seven Lights, Mild Seven Lights Box, Mild Seven Lights 100's Box |
| Mild Seven Super Lights, Mild Seven Super Lights Box, Mild Seven Super Lights 100's Box |
| Mild Seven Extra Lights, Mild Seven Extra Lights Box, Mild Seven Extra Lights 100's Box |
| Mild Seven One, Mild Seven One Box, Mild Seven One 100's Box |
"Mild Seven Impact One Menthol Box" has been developed as the newest member of the Mild Seven family in response to diversifying consumer needs, and to enhance competitiveness in an expanding menthol market. The new product utilizes a Flavor Thread Filter containing natural menthol flavor and a unique blending process that provides more satisfying flavor and impact as a 1mg-tar product.
New Product Profile: Mild Seven Impact One Menthol Box
| Price | : | 300 yen / 20 cigarettes |
| Tar / Nicotine | : | 1mg / 0.1mg |
Mild Seven has been Japan's No. 1 cigarette brand since 1978(*1). In line with the strategy to focus on three core brands including Mild Seven, JT is aiming to achieving a third consecutive year of domestic market share growth through the launches.
| (*1) | According to market research conducted by JT. |
|---|
Product Information
| Product Name | Launched | Price | Tar | Nicotine |
|---|---|---|---|---|
| 1. Mild Seven | June 1977 | JPY300 | 10mg | 0.8mg |
| 2. Mild Seven Box | October 1993 | JPY300 | 10mg | 0.8mg |
| 3. Mild Seven 100’s Box | June 2009 | JPY300 | 10mg | 0.8mg |
| 4. Mild Seven Lights | July 1985 | JPY300 | 8mg | 0.7mg |
| 5. Mild Seven Lights Box | October 1994 | JPY300 | 8mg | 0.7mg |
| 6. Mild Seven Lights 100’s Box | June 2009 | JPY300 | 8mg | 0.7mg |
| 7. Mild Seven Super Lights | July 1989 | JPY300 | 6mg | 0.5mg |
| 8. Mild Seven Super Lights Box | June 1994 | JPY300 | 6mg | 0.5mg |
| 9. Mild Seven Super Lights 100’s Box | December 2006 | JPY300 | 6mg | 0.5mg |
| 10. Mild Seven Extra Lights | August 1998 | JPY300 | 3mg | 0.3mg |
| 11. Mild Seven Extra Lights Box | June 1995 | JPY300 | 3mg | 0.3mg |
| 12. Mild Seven Extra Lights 100’s Box | June 1996 | JPY300 | 3mg | 0.3mg |
| 13. Mild Seven One | March 2003 | JPY300 | 1mg | 0.1mg |
| 14. Mild Seven One Box | December 1999 | JPY300 | 1mg | 0.1mg |
| 15. Mild Seven One 100’s Box | February 1998 | JPY300 | 1mg | 0.1mg |
| 16. Mild Seven Impact One 100’s Box | May 2008 | JPY300 | 1mg | 0.1mg |
| 17. Mild Seven Impact One Menthol Box | February 2010 | JPY300 | 1mg | 0.1mg |
| 18. Mild Seven Aqua Menthol One Box | January 2004 | JPY300 | 1mg | 0.1mg |
| 19. Mild Seven Aqua Menthol One 100’s Box | July 2005 | JPY300 | 1mg | 0.1mg |
| 20. Mild Seven Aqua Menthol Super Lights Box | July 2007 | JPY300 | 6mg | 0.5mg |
| 21. Mild Seven FK | May 1988 | JPY300 | 10mg | 0.8mg |
| 22. Mild Seven Special Lights Box | July 1990 | JPY300 | 9mg | 0.7mg |
| 23. Mild Seven Prime Super Lights Box | November 2003 | JPY320 | 6mg | 0.5mg |
| 24. Mild Seven D-spec Super Lights Box | December 2007 | JPY300 | 6mg | 0.5mg |
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Japan Tobacco Inc. is one of the leading international tobacco product companies. It markets internationally recognized cigarette brands including Winston, Camel, Mild Seven and Benson & Hedges. With diversified operations, JT is actively present in pharmaceuticals and foods. The company's net sales were JPY 6.832 trillion in the fiscal year ended March 31, 2009.
