Why mild seven change name to mevius

I think that they are cashing in on the popularity of the most popular recent Ultraman series hero, "Ultraman Mebius," which in Japanese is pronounced the same way.

Tsubaraya productions should be getting a reward. Stephen is right, misleading words like 'mild', 'light' etc are now banned from cigarette branding in many counties, as far as I know.

JT feeling the pressure or making preemptive moves. Timtak, wow. What a devious way to attract young smokers. Why on earth is JT changing a winning brand? Don't you all remember the fix that Coke got into when they tried to change their winning drink and had to bring it back as "classic"? Mild Seven is known by foreigners already.

Mess around with a winner and you will come out a loser. Well i don't know there re-branding as a company thats up to them. The Company plans to roll out the new name and design across Japan, introducing the globally unified design in November while retaining the Mild Seven name, followed by the launch of the Mevius brand name in February In markets where the new package design has been introduced, the design already enjoys consumer popularity.

The Company plans geographic expansion after completing introductions of the new brand in existing international markets over the next 12 months. Japan Tobacco Inc JT has announced that global flagship brand Mild Seven is to change its name to Mevius and have a new globally-unified design in a bid to establish itself as the number one global premium brand.

The new name and design will be rolled out across Japan, introducing the globally unified design in November while retaining the Mild Seven name. By Yoree Koh. To Read the Full Story. Subscribe Sign In. Continue reading your article with a WSJ membership. Resume Subscription We are delighted that you'd like to resume your subscription.