Japan Tobacco changes Mild Seven brand to Mevius
Japan Tobacco Inc (JT) announced Wednesday that Mild Seven, one of its global flagship brands, will have a new brand name, Mevius, and a globally unified design. JT said that with active investment to strengthen brand equity and a greater presence around the
world, Mevius is aiming to become the number one global premium brand.
Mild Seven, known for its smooth cigarettes with clean finish, has been the best selling brand in Japan since 1978, a year after it was launched. JT plans to roll out the new name and design across Japan, introducing the globally unified design in November while retaining the Mild Seven name, followed by the launch of the Mevius brand name in February 2013.
Internationally, Mild Seven enjoys consumer popularity in markets including Taiwan, Korea, Malaysia and Russia. In markets where the new package design has been introduced, the design already enjoys consumer popularity. JT said it plans geographic expansion after
completing introductions of the new brand in existing international markets over the next 12 months.
JT said Mevius, the new brand name, retains the “M” and “S” from Mild Seven, signifying a sense of evolution and the bond between the brand and its consumers, with the addition of “E” and “V”, and “I” and “U”, respectively. The new name has been developed to demonstrate the commitment of the brand to remain the global premium brand by retaining Mild Seven’s brand equity and to continuously evolve together with consumers across the world.