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JAPAN TOBACCO | Mild Seven menthols rebrand to Mevius

04 Dec 2012. Japan Tobacco (JT) has merged two of its Mild Seven menthol series, the Aqua and the Impact Series, into ''Mevius Premium Menthol,'' which uses 100 per cent natural menthol and will be rolled-out across Japan from early February.

JT in a statement 29 Nov said it will continue to offer further added value and satisfaction to consumers by actively increasing investment to enhance Mild Seven's brand equity as part of its mid- to long-term brand strategy, aiming to become the number one global premium brand.

As of early February 2013,  JTs workhorse Mild Seven brand will be rebranded as Mevius with the goal of demonstrating to consumers the ''commitment of the brand to the further evolution'' and ''the brand's ongoing efforts to endlessly evolve itself.'' (ci)</o:p>