Japan Tobacco Inc. (JT) chose early April for a nationwide launch of Seven Stars Black Impact Box in Japan. The new introduction is in response to consumer demand for a box version of the popular Seven Stars Black Impact soft pack introduced in February 2009, and aims to strengthen brand equity by enhancing Seven Stars’ product lineup. The new variant will retail for ¥300 (US$3.31).
Sales of box tobacco products account for approximately 65% share and demand in this market segment continues to expand. In addition, approximately one third of consumers who provided feedback regarding Seven Stars Black Impact requested a box version of the product be introduced.
"Seven Stars Black Impact Box is a 7mg tar product that offers a more satisfying taste, while providing more impact to customers with a rich flavor and sharp aftertaste," according to a statement issued by JT. "The new product’s packaging design applies a sophisticated black and silver color scheme, which represents the product’s combined simplicity, strength and novelty."
Seven Stars in addition to Mild Seven and Pianissimo, represents a key brand for JT. Launched in 1969, it performed as the top selling product in Japan during the nine months that ended December 31, 2009. Since its introduction, JT has continued its commitment to Seven Stars original packaging design, product taste and flavor. Following the newest addition, a total of 12 Seven Stars products will be available in Japan.
