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BAT Rothmans launches trial campaign for glo Hyper series
BAT Rothmans has unveiled a nationwide promotion for first-time purchasers of its flagship heated product, the glo Hyper series. Courtesy of BAT Rothmans
By Ko Dong-hwan
BAT Rothmans is expanding consumer access to its glo Hyper heated tobacco devices with a new trial marketing campaign that lowers the entry barrier for first-time buyers.
The company said Tuesday the initiative reflects a growing trend in the retail industry to focus on product trials rather than simple price cuts, aiming to boost initial satisfaction, strengthen brand engagement and build long-term loyalty.
Under the campaign, first-time purchasers can buy the flagship glo Hyper pro for 29,000 won ($20) online and offline, while the glo Hyper is available for 20,000 won exclusively at offline channels. The company said the pricing strategy combines performance with accessibility, reinforcing the premium positioning of the glo brand.
To broaden consumer touchpoints, BAT Rothmans has partnered with major convenience store chains including CU, GS25 and 7-Eleven. Discount coupons, available through the official glo website “discoverglo,” can be redeemed at participating stores for the glo Hyper pro in obsidian black and the glo Hyper in cobalt blue. Online shoppers can receive automatic discounts on the glo Hyper pro via the official glo site, while additional benefits are offered through Kakao Store and Naver Store.
The glo Hyper series emphasizes advanced technology and design to differentiate itself in a competitive market. The glo Hyper pro features HeatBoost technology, which calibrates heating temperature and duration to maximize taste and flavor, and an EasyView display that provides real-time information on six functional modes. It also introduces a TasteSelect dial, allowing users to adjust flavor intensity.
The glo Hyper includes the HeatBoost and TasteSelect functions in a simplified design with an LED button, offering a more affordable option for newcomers. Both devices are optimized for use with glo’s dedicated neo sticks, which are designed to deliver consistent performance and a wide range of flavors.
In a major update, BAT Rothmans has renewed all 10 neo consumables by adding StickSeal technology, which seals the tip of each stick to prevent residue from entering the device. The company said this eliminates the need for brush cleaning and reduces one of the primary inconveniences of device maintenance.
“Through this promotion, we aim to enable consumers to experience firsthand the differentiated performance and convenience of glo, while also highlighting the enhanced quality of neo,” a BAT Rothmans representative said. “We remain committed to continuous innovation and service excellence to deliver ever more rewarding experiences for our consumers.”