Mevius Revo

Mevius is the end result of the 0.33 rebranding of equal cigarettes. The authentic brand identity is Seven Stars. The manufacturer used to be launched in February 1969 and these had been the first Japanese charcoal filter cigarettes. Seven Stars had been the chief in the home market of Japan, however no matter this, in 1977 they had been rebranded - the sketch of the pack and the identity modified to Mild Seven.

A large barrier to the promotion of Mild Seven in most European and American markets used to be the title of the cigarettes. As the phase of worldwide tobacco manipulation in many countries, producers are prohibited from the usage of so-called descriptors - the phrases "light", "mild", etc. According to neighborhood laws, these phrases provide shoppers with the false influence that these cigarettes are much less harmful. The English phrase "mild" ("soft", "moderate") in these international locations used to be blacklisted, which made it not possible to promote the Mild Seven brand.

With the new name, the organization did now not fail - in the mid-1990s, Mild Seven took 1st area in the Japanese market and third in the world, straight away dropping to Marlboro and Camel.

Japan Tobacco's entrepreneurs got here to the conclusion that the new identity would contribute to the improvement of success. What is noteworthy is that the Seven Stars manufacturer used to be later (in the early 2010s) again to the market as an unbiased JT brand, albeit with an extraordinary packaging design.