Total makeover for JT menthol cigarette

Japan Tobacco Inc. is redesigning its Pianissimo Precia Dia’s Menthol cigarette; an all-new version of which is due to be rolled out nationwide in Japan from mid-September.

In announcing its plans, JT said that Pianissimo was one of the most popular menthol brands on the market and that the Pianissimo Precia series offered ‘an elegantly designed super slim (5 mm in diameter) menthol cigarette’.

JT is hoping to give Pianissimo Precia Dia’s Menthol an even broader appeal than it currently has, and, to that end, it is giving the product a complete makeover: changing the flavor, aroma, tar and nicotine delivery levels, and packaging.

‘While Pianissimo will keep its smooth and unassertive traits, it will feature a new flavor, one marked by a menthol sensation that is neither too weak nor too strong, and an aroma that is luxurious but characterized by a graceful restraint,’ said a note posted on JT’s website. ‘The amount of tar will be reduced from 6 mg to 5 mg, and the nicotine from 0.4 mg to 0.3 mg.

‘The new package design will be more elegant, featuring a graceful and calm royal blue background, with a motif of gold accessories underscoring the fact that it is a premium product.

‘In addition, JT aims to enhance the presence of the Precia series by adopting a common design scheme across the Precia Menthol line-up.’