Sweet-smelling cigarettes, for a beautiful, healthy life
November 26, 2003
Mild Seven Prime smells like a lemon, which probably helps explain why the "revolutionary" new cigarette has left a sour look on the face of those who like breathing clean air regardless of how sweet it must be for the smoker barons of Japan Tobacco Inc.
Though the rest of the world is racing to butt out, and even with much of Japan fighting to shed its image as a smoker's paradise, Japan Tobacco Inc. is riding high on the wave of success Mild Seven Prime is bringing it, according to Shukan Post (12/5).
JT's recently released Mild Seven Prime simply brushes aside the health risks inherent in lighting up to at least make sure smokers don't smell as bad and annoy fewer people.
"A study we carried out discovered that a majority of smokers feel that the amount of smoke and odor released by their cigarettes is important," JT spin doctor Takamitsu Kaizuka tells Shukan Post. "We started to develop a product under the concept of finding tobacco that wasn't going to annoy smokers or non-smokers."
Apparently, it took JT about six years developing Mild Seven Prime.
"What really peeves people around smokers is the secondary smoke that curls up from the end of the cigarette. We sifted through every single cause of scent emanated by cigarettes and found out which ones caused human discomfort. We coated each of these elements with a new scent we call citrus flavor. The most difficult part of the process was that there are over 4,000 compounds that contribute to the smell of cigarette smoke," Kaizuka says. "We've also doubled the thickness of the cigarette paper to cut down on secondary smoke. (Mild Seven Prime) emits 27 percent less smoke than other brands with the same tar content."
Sales of the new cigarette have been brisk.
"Of all the new brands to have come on the market recently, Mild Seven Prime has been the best selling," a major Tokyo railway station kiosk operator says. "It's sold really well, even though at 300 yen it's a bit more expensive than most."
Alarmingly, average smokers are also pleased by the new brand.
"My wife has always made me smoke outside because she says it makes the house smell. But she lets me smoke inside with these cigarettes. And my suit doesn't stink after I've had a quick puff," a salaryman says. "You can usually hardly tell the taste of a low-smoke cigarette, but this one has a deeply satisfying flavor. I normally smoke regular Mild Seven, but I'll probably change to Mild Seven Prime."
Worse news for those worried about their health are the expansion plans for Mild Seven Prime, which is currently only available in Tokyo.
"Sales have been really good," JT's Kaizuka tells Shukan Post. "We'll work on getting the brand in stores nationwide next year."
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