Japan Tobacco announces nationwide launch of Pianissimo ViV Menthol, its first line of cigarettes to feature 'Breath Sparkling Shot' capsule in filter

Michelle Rivera

TOKYO , October 6, 2011 (press release) – Japan Tobacco Inc. (JT) (TSE: 2914) has announced a nationwide launch in early November, 2011 of Pianissimo ViV Menthol featuring the ''Breath Sparkling Shot'' capsule, the first of its kind for JT.

Since the launch of Pianissimo One in 1995, Pianissimo has grown to become one of JT's best-selling and popular key brands as the top-selling(*1) 100 mm menthol brand on the market.
Providing two kinds of added value with the ''Breath Sparkling Shot'' capsule, a JT first

Pianissimo ViV Menthol is JT's first line of cigarettes to feature the ''Breath Sparkling Shot'' capsule in the filter. Before crushing the ''Breath Sparkling Shot'' capsule the cigarette gives you a fresh menthol taste with mint flavor. After crushing the capsule, you can enjoy a somewhat sweet, strong menthol flavor with a refreshingly clean taste.
In addition, crushing the ''Breath Sparkling Shot'' capsule leaves you with a cleaner aftertaste and a less imposing tobacco odor in your mouth than not crushing it.(*2)
A name and package that evokes the gaiety and playfulness of the capsules bursting

Pianissimo ViV Menthol is the first 85 mm menthol in the Pianissimo line.
The idea behind the package design, which sports a colorful capsule motif on top of a sleek, cool black base, is to communicate the sense of exhilaration, excitement and fun from crushing the capsules. The contrast-rich color scheme is meant to symbolize the two types of flavors that the cigarette offers.
The name ''ViV'' derives from the English word ''vivid.'' It was chosen not only because it will stick in the customer's mind but because it embodies a sense of vibrancy.
To meet increasingly diverse demands, JT will continue to adapt Pianissimo so that it remains a brand from which customers can select different tar levels, flavors, and even package designs to suite their tastes.
(*1)Internal research based on the full year performance ended March 2011.
(*2)This is based on research that found that, compared to smoking the cigarette without crushing the capsule, crushing the capsule and smoking the cigarette changes the flavor and leaves a cleaner aftertaste as well as a less overbearing tobacco odor left in the mouth after smoking. This does not mean that people will not be bothered by halitosis and other breath odors.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.