BAT launches Dunhill SWITCH
Top-tier tobacco maker set to lead premium market
By Kim Tae-gyu
One of the biggest complaints for smokers is that after they tear open the cigarette pack, the flavor starts diminishing because the tobacco can lose moisture and start to dry out.
A leading international tobacco vendor claims that it has come up with an innovative solution to address the issue with a double cover, which can be sealed again.
British American Tobacco (BAT) Korea, a top-tier cigarette manufacturer here, said Thursday that it is poised to release Dunhill SWITCH next week, which features a unique inner wrapping dubbed RELOC.
The Seoul-based company said that RELOC enables double protection of cigarettes and thus maintains the quality of the tobacco even after the package has been opened.
BAT Korea has acquired a patent for the cutting-edge RELOC technology.
The company said that the new product, which will be priced at 3,000 won a pack, will bring about a major change to the tobacco industry.
``We are launching Dunhill SWITCH for Korean consumers who prioritize quality first and foremost,’’ BAT Korea Chief Executive Officer Stephan Liechti said in a press release.
``With the new premium seal RELOC, Dunhill SWITCH sustains quality at an optimal level, offering a tobacco experience beyond the ordinary. Consumers will be able to enjoy the new premium standard and the next level of perfection.’’
The platinum silver packaging with refined embossing of Dunhill SWITCH arouses images of luxury and premium design.
A filter with a small liquid-filled flavor capsule is part of the cigarette. When customers click the filter to release the flavor from the capsule while smoking, they can indulge in a second taste of menthol.
KENT Convertible was the first cigarette by BAT to introduce this concept midway through 2010 and KENT Boost early this year to considerable positive feedback. Dunhill SWITCH is the third to adopt the technology.
And Dunhill SWITCH goes a step further, decorated with a dotted line on the stick, dubbed Blenders’ MarkTM, which lets smokers know when to activate the capsule for the most refreshing finish.
With the new and unique product, BAT Korea is determined to expand its market share in the lucrative super-premium segment, which saw double-digit growth last year.
According to Nielsen data in April, the super premium segment accounted for 7.11 percent of the overall market for an 11-percent increase over the last twelve months. By contrast, the market for low-priced cigarettes has shown signs of shrinking _ it declined 13 percent in 2010 from the previous year.
The super-premium segment includes cigarettes that are sold for more than 2,800 won per pack. Most cigarettes are priced between 2,500 won and 2,700 won here.