Goodbye friendly «mild seven» cigarettes; hello «mevius»! : japan subculture research center

Mild Seven launched circa 1977, was Japan’s leading national brand of cigarettes with a 30 percent share of the domestic market. However, in recent years, the use of the word «mild» in the product’s name aroused controversy because it seemed to imply that the cigarettes were somehow less harmful than other brands. (I can remember when they were sold in cans, and sometimes placed on the bar of a bar in a seedy part of Minato ku. Kind of like free pretzels. I’d smoke them, because they were free and always regret it. Mild as menopause.)

Japan takes a very mild attitude towards smoking. Most life insurance companies neither penalize or reward smokers versus non smokers. In other words, smoking in Japan doesn’t effect your life insurance payments either way in most cases. (If you don’t believe me, ask my life insurance representative.)

For those who are worried that their favorite cigarette is gone, fear not. The taste and composition of the cigarette will remain unchanged and over the next 10 months, JT will gradually introduce the Mevius brand in international markets while solidifying brand recognition in Japan . According to JT, the company selected the Mevius name to maintain continuity with its predecessor both include the letters «M» and «S.» JT did not consider changing the name to Masochistic Seven or do an about face and call it Harsh Seven. No one is sure what the Seven in Mild Seven really refers to, unless smoking is consider the mildest of the seven deadly sins. (We forget what the seven deadly sins are but certainly smoking must be amongst them. Any Catholics in the house?)

Mild Seven has been the best selling cigarette brand in Japan since 1978. Japanese sales top 1 trillion yen and are sold in Russia, South Korean, Taiwan and over ten more countries. Last year, there were 76,500,000,000 Mild Seven cigarettes sold. That’s a lot of coffin nails. Will Mevius do as much damage to the lungs of the world as Mild Seven? Japan Tobacco is waiting for that answer with bated breath&#8230 or waiting slightly short of breath, from smoking too many Mevius Menthol Lights.

One question still remains what the hell does Mevius mean or stand for? One explanation is that M is for Mild, EV is for evolution, I is for «I», U is for «You» the consumer, and S is for Seven. But that isn’t funny enough. The person who gives the most plausible and amusing answer wins an original pack of rare Mild Seven cigarettes. The loser gets a pack of Mevius. We’re anxious to hear your thoughts.

Trends in the use of premium and discount cigare… [tob control. 2014] — pubmed — ncbi


The purpose of this paper was to examine trends in the use of premium and discount cigarette brands and determine correlates of type of brand used and brand switching.


Data from the International Tobacco Control (ITC) US adult smoker cohort survey were analysed. The total study sample included 6669 adult cigarette smokers recruited and followed from 2002 to 2011 over eight different survey waves. Each survey wave included an average of 1700 smokers per survey with replenishment of those lost to follow up.


Over the eight survey waves, a total of 260 different cigarette brands were reported by smokers, of which 17% were classified as premium and 83% as discount brands. Marlboro, Newport, and Camel were the most popular premium brands reported by smokers in our sample over all eight survey waves. The percentage of smokers using discount brands increased between 2002 and 2011, with a marked increase in brand switching from premium to discount cigarettes observed after 2009 corresponding to the $0.61 increase in the federal excise tax on cigarettes. Cigarette brand preferences varied by age group and income levels with younger, higher income smokers more likely to report smoking premium brand cigarettes, while older, middle and lower income, heavier smokers were more likely to report using discount brands.


Our data suggest that demographic and smoking trends favour the continued growth of low priced cigarette brands. From a tobacco control perspective, the findings from this study suggest that governments should consider enacting stronger minimum pricing laws in order to keep the base price of cigarettes high, since aggressive price marketing will likely continue to be used by manufacturers to compete for the shrinking pool of remaining smokers in the population.

4 комментария to “Goodbye friendly «mild seven» cigarettes; hello «mevius»! : japan subculture research center”

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