Japan Tobacco is to launch redesigned versions of seven of its popular Pianissimo brand of cigarettes in middle of-January.
Pianissimo is a best-selling-cigarettes-brands-across-the-tobacco-industry in the Japanese 100 mm slim menthol category, and was especially popular among women smokers, because of Japan’s largest tobacco company says, “A sleek, unassuming and refreshing menthol taste and aroma.”
Smoking rates decreased in Japan, although they remain higher for men and women than in Europe and North America.
The government has raised taxes on tobacco products by 30% at the end of 2010, reducing the number of domestic smokers at the time were also suggestions recently that another tax hike needed, as the government looks for ways to pay for the reconstruction of the north-eastern Japan that were severely damaged by natural disasters in March last year.
As part of its campaign to attract new customers - as well as maintain existing customers - Japan Tobacco has updated his car collection in September, to make it “modern cigarettes to adults.”
Now it is the turn of seven Pianissimo products to be repackaged, while four will be given new names.
Pianissimo One of them, which will be renamed Aria menthol, “an opera term for air melodious solo,” the company said, while the new white packaging and water pipes are designed to symbolize a “sweet, gentle nature of the product.”
Pianissimo Super Slims Menthol One of them, to become Precis menthol, because menthol sensation concentrated, while the brand Icene Menthol will Icene Crist to emphasize the “scary feeling menthol.”
The brand was first launched in Japan in 1995 and the latest addition to the range - Pianissimo VIV Menthol - was in November 2011. A pack of 20 retails for Y440 (RM17.90).
Japan Tobacco is by far the dominant player in the domestic market and smokers will be waiting to see how other companies, particularly foreign firms such as British American Tobacco, respond.
Japan Tobacco’s products are sold in more than 120 countries and it controls Benson & Hedges as well as the Mayfair, cigarette-store.biz/online/winston, cigarette-store.biz/online/camel, Silk Cut and Glamour brands. At home, it has a two-thirds share of the domestic market and its flagship brands include Seven Stars, Peace, Caster, Hope and Mild Seven.
Japan Tobacco statistics show that 24.95 million Japanese smoke of the adult population 104.4 million. A recent study by the Ministry of Health, Labour and Welfare, showed that smoking among men has fallen to 36.8% - its lowest level since such surveys began in 1986 - while the figure for women came to 9.1%, below the 10% threshold for the first time since 2001. - AFP-Relaxnews