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Mevius: The Evolution of a Japanese Cigarette Brand
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Introduction
Mevius, previously known as Mild Seven, is a renowned Japanese cigarette brand owned and manufactured by Japan Tobacco. With a history dating back to 1977, Mevius has become one of the most popular cigarette brands worldwide. This article delves into the evolution of Mevius, its controversies, sport sponsorships, marketing strategies, markets, and its presence in popular culture.
History
Mevius cigarettes were initially introduced in 1977 under the name Mild Seven. The brand aimed to provide a milder alternative to the Seven Stars cigarettes. Mild Seven’s popularity soared, and it was later launched overseas in 1981. Notably, it was the first brand in Japan to feature a charcoal filter in an American blend. In 1994, Mild Seven replaced Cabin as the Formula 1 participation brand, leading to a change in its branding, adopting a belt design. The advertising slogan “The blue world of Mild Seven” became synonymous with the brand. Today, Mevius cigarettes are the third most widely smoked cigarettes globally, with 76.5 billion sold each year.
Controversies
Counterfeit Mild Sevens from North Korea
Mild Seven faced a significant controversy in 2006 when counterfeit cigarettes under the brand name were smuggled and sold outside of Japan. These counterfeit cigarettes had a similar pack design but lacked the quality associated with genuine Mild Seven cigarettes. It was suspected that these fake cigarettes were manufactured by North Korea as part of their foreign currency fund acquisition activity.
Mild Sevens recalled due to faulty filter
In December 2007, Japan Tobacco recalled some Mild Seven cigarettes sold in Tokyo and neighboring prefectures due to faulty filters. Approximately 14,500 cigarettes, including 2,500 faulty ones, were recalled. The faulty filters were not properly glued, increasing the risk of them coming off. Japan Tobacco swiftly executed the recall to ensure customer satisfaction and safety.
JTI Korea pays Instagram users to promote Mevius
In September 2017, it came to light that JTI Korea had been paying Instagram users with a significant number of followers to post photos promoting Mevius cigarettes. This marketing strategy primarily aimed to attract women who followed fashion-savvy men. However, concerns were raised about underage users being exposed to these promotional photos, as anyone can join Instagram regardless of age. JTI Korea denied these allegations, stating that their internal policies prohibited such marketing activities.
Controversy over using tobacco leaves near Fukushima
Rumors circulated online suggesting that Mevius cigarettes were manufactured using tobacco leaves grown near the Fukushima nuclear plant, which experienced a major accident in Japan. However, JTI Korea clarified that Mevius cigarettes do not use Japanese tobacco at all, putting an end to the controversy.
Sport Sponsorship
Formula 1
Mild Seven, later rebranded as Mevius, was a prominent sponsor in Formula 1. The brand became the title sponsor of the Benetton Formula One team in 1994, which continued after Benetton was acquired by Renault. The sponsorship remained until the end of the 2006 season due to European Tobacco Regulations. Mevius also sponsored other Formula 1 teams like Tyrrell Racing and Minardi, further establishing its presence in the motorsport world.
Other sports
Apart from Formula 1, Mevius expanded its sports sponsorships to other areas. In the late 1990s and early 2000s, Japanese tobacco companies faced restrictions on advertising in China due to historical tensions. To overcome this, Mevius organized the “Mild Seven Outdoor Quest,” an adventure race sponsored by the brand. This event attracted top athletes and showcased the brand’s adventurous spirit. Additionally, Mevius sponsored the “Mild Seven Pool Challenge” in 2001, further diversifying its sports sponsorships.
Marketing
Mild Seven, and later Mevius, invested heavily in marketing campaigns to promote their cigarettes. During the 1980s and 1990s, the brand created captivating TV advertisements in both English and Japanese languages. These advertisements aimed to convey the brand’s message and appeal to a wide range of consumers. Poster advertisements were also utilized to create brand awareness and recognition. The brand’s marketing efforts extended to buses in Hong Kong, where Mild Seven advertisements were displayed in the 1980s and 1990s.
Markets
Mevius cigarettes are predominantly sold in Japan, where the brand originated. However, they have also gained popularity in various other countries. Mevius cigarettes were or still are available in the United Kingdom, Germany, Austria, Poland, Belarus, Russia, Morocco, Kazakhstan, Mongolia, Nepal, Thailand, Cambodia, Vietnam, Malaysia, Singapore, China, Taiwan, Hong Kong, Myanmar, South Korea, and the United States. The brand’s global presence speaks to its wide appeal and market acceptance.
In Popular Culture
Mevius cigarettes have made their mark in popular culture through various forms of media. In the anime series “Great Teacher Onizuka,” the protagonist Eikichi Onizuka is seen smoking Mild Seven cigarettes. The novel “Battle Royale” by Koushun Takami features a character smoking Wild Seven cigarettes, a parody of Mild Seven. Mild Seven cigarettes are also depicted in the manga series “Cat’s Eyes” and “Tokyo Babylon,” further solidifying their presence in popular culture.
Conclusion
Mevius, previously known as Mild Seven, has evolved into a globally recognized cigarette brand. Its history, controversies, sport sponsorships, marketing strategies, and presence in popular culture have contributed to its widespread popularity. Mevius cigarettes continue to captivate consumers with their unique blends and distinctive brand image. As the brand continues to grow, it remains an influential player in the tobacco industry.
Disclaimer: The content provided in this article is for informational purposes only and does not endorse or promote smoking or the use of tobacco products. It is essential to prioritize your health and make informed decisions regarding your lifestyle choices.