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JT will launch Mevius in limited edition packages in early October 2017
JT launches new limited edition Mevius packages
To be rolled out nationwide in selected retail stores in early October 2017
Tokyo, August 9, 2017 --- Japan Tobacco Inc.(JT)(TSE:2914) has announced today the nationwide launch of fifteen limited edition packages from Mevius in early October 2017. Soft packs, boxes, and 100's boxes 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 driving its No.1 sales share in Japan for over 30 years(*1).
"Look up to the sky!"
The new communication theme of Mevius is designed to be uplifting and enlightening, encouraging consumers to embrace new horizons.
The features of the limited edition packages are:
・The second edition(*2) under the communication theme of Mevius: "Look up to the sky!".
・"Sky with Mt. Fuji" is the motif of the package design, which expresses the grandeur and beauty of the mountain against a vivid skyline.
We have linked current pack colors with designs that portray the Sky and Mt.Fuji with a wide variety of beautiful scenery from different angles.
The taste and aroma of the products will remain unchanged.
- (*1) JT estimates
- (*2) The first edition which portrays the changing face of the sky, from night sky to morning sky launched in May 2017
Product information
| Name | Launched | Price(yen) | Tar | Nicotine |
|---|---|---|---|---|
| Mevius | June, 1977 | 440 | 10mg | 0.8mg |
| Mevius Box | October, 1993 | 440 | 10mg | 0.8mg |
| Mevius 100's Box | June, 2009 | 440 | 10mg | 0.8mg |
| Mevius Lights | July, 1985 | 440 | 8mg | 0.7mg |
| Mevius Lights Box | October, 1994 | 440 | 8mg | 0.7mg |
| Mevius Lights 100's Box | June, 2009 | 440 | 8mg | 0.7mg |
| Mevius Super Lights | July, 1989 | 440 | 6mg | 0.5mg |
| Mevius Super Lights Box | June, 1994 | 440 | 6mg | 0.5mg |
| Mevius Super Lights 100's Box | December, 2006 | 440 | 6mg | 0.5mg |
| Mevius Extra Lights | August, 1998 | 440 | 3mg | 0.3mg |
| Mevius Extra Lights Box | June, 1995 | 440 | 3mg | 0.3mg |
| Mevius Extra Lights 100's Box | June, 1996 | 440 | 3mg | 0.3mg |
| Mevius One | March, 2003 | 440 | 1mg | 0.1mg |
| Mevius One Box | December, 1999 | 440 | 1mg | 0.1mg |
| Mevius One 100's Box | February, 1989 | 440 | 1mg | 0.1mg |
Japan Tobacco Inc. is a leading international tobacco company. Its products are sold in over 120 countries and its globally recognized brands include Winston, Camel, Mevius, LD and Natural American Spirit. With diversified operations, JT is also actively present in pharmaceuticals and processed foods. The company's revenue was ¥2.143 trillion (US$19,703 million(*)) in the fiscal year ended December 31, 2016.
- * Translated at the rate of ¥108.78 per $1