October 11, 2010 - Japan Tobacco Inc. (JT) today, October 6th announced a nationwide launch at the beginning of November 2010 of Pianissimo Super Slims Menthol One, a new addition to the domestically best-selling*1 100mm slim menthol brand Pianissimo.
Pianissimo made its commercial debut in 1995 as Japan’s first low-odor low-smoke*2 menthol cigarette. Its smooth, unassertive and refreshing menthol flavor and aroma, plus the feature and design to meet the demands of the times, made the series a phenomenal hit. It is still very popular today and remains the top brand of 100mm slim menthols.
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Its market share (JT), at 64.5 per cent, was down from 64.9 per cent, though the market share of its key brands ‒ Mild Seven, Pianissimo and Seven Stars ‒ was said to have held steady at 45.1 per cent. (JT and JTI - overview q2 2010..)
Pianissimo cigarettes called D-spec products. They produce less odor (less smoke smell) and are therefore more acceptable to people who find tobacco smoke unpleasant. (R.J. Reynolds Testing Camel Crush..)
Reference: JT to Launch Pianissimo Super Slims Menthol One, Japan Tobacco, 10/6/2010.