JTI upgrades Mild Seven brand image with new pack

Japan Tobacco International (JTI) has redesigned its Mild Seven packaging as part of a process to upgrade the image of the core brand. The pack will be previewed at TFWA Asia Pacific & Gate ONE2ONE in Singapore next month, and will be available in travel retail from June.

The new asymmetric pack retains the blue wind logo and will have a textured finish to create a more premium feel. The company said an upward curve on the pack “˜symbolises success and expansion’.

JTI Worldwide Duty Free Vice President David Francis said: “This new, elegant exterior is a fitting tribute to the quality of this famously smooth cigarette and acknowledges the discerning sophistication of the adult smokers throughout the world who select Mild Seven as their premium cigarette brand of choice.”

Mild Seven is the world’s best-selling charcoal-filtered cigarette brand, according to Euromonitor International 2010.

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