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Japan Tobacco launches new limited edition Mevius packages

9 Comments

Japan Tobacco Inc (JT) has announced the nationwide launch of 15 limited edition packages from Mevius in late March. Soft packs and cartons of Mevius, Mevius Lights, Mevius Super Lights, Mevius Extra Lights and Mevius One will be available in selected retail stores in a limited quantity. The Mevius brand’s popularity has been the main driver behind its leading position in terms of market share for the last 30 years..

The latest edition of the Mevius branding is designed to be uplifting and enlightening, encouraging consumers to embrace new horizons, Japan Tobacco said. The first edition portrayed the changing face of the SKY from morning to evening and launched in May 2017. The second edition expressed the grandeur and beauty of the SKY and Mt Fuji and launched in October 2017.

The design of the package is reminiscent of the beauty of the Japanese cherry blossom (SAKURA). JT has supplemented the current colors with those that portray the changing nature of the SKY and the cherry blossom throughout the night and into the morning.

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The latest edition of the Mevius branding is designed to be uplifting and enlightening, encouraging consumers to embrace new horizons, Japan Tobacco said. 

I have read a lot of marketing drivel in my life, but this may be the most ridiculous one I have ever read. It really deserves to be in an Advertising Hall of Fame.

Uplifting? Cigarettes? Well, I suppose the funeral home will lift your up into the hearse.

4 ( +5 / -1 )

The latest edition of the Mevius branding is designed to be uplifting and enlightening, encouraging consumers to embrace new horizons

Come on ! Bulltwadle !

Cigarettes are not pieces of art, so nobody cares about the design of the packs, the manufacturer even less !

It's just a pathetic attempt to make believe they're not poison dealers.

5 ( +5 / -0 )

Time to change to plain packaging or photos of cancer tumours, you know, things other countries do to discourage smoking. I'm amazed this advertisement is even published on this website.

3 ( +4 / -1 )

Its crap like this that shows you that japan is a backward country eons behind the west. nowhere in the west would ads like this be allowed- and with the government itself invested in this nonetheless. backward. very backward

2 ( +4 / -2 )

One of the brands whose empty packets I find crumpled up and dropped in the street as litter.

2 ( +2 / -0 )

Tobacco manufacturers in the US are banned from labelling their toxic cigarettes with descriptors like "extra light", and "super light" which conveys the idea of reduced risk to the smoker.

Japan should follow suit if it wants to keep up with the rest of the developed world.

1 ( +1 / -0 )

Japan should follow suit if it wants to keep up with the rest of the developed world

But they don't want to. Look at the pretty sakura...their blossoms will drop after a short time. Just like the lungs of a smoker.

0 ( +0 / -0 )

Non smokers complaining for a product they even don' t use. Smoking is legal so don' t be annoying. Just don' t buy it.

1 ( +1 / -0 )

Why should Japan ape the rest of the world, though?

If Mild Seven/Mevius want to increase sales or rebrand, surely that's up to them. It doesn't necessarily follow that the country is "backward".

I'm fairly certain it's not going to turn non-smokers into chimneys like me.

0 ( +0 / -0 )

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