BAT Rothmans, the South Korean subsidiary of British American Tobacco $BATS (-0,64 %)announced on Wednesday the global launch of a new cigarette brand, Global Editions by Dunhill, with Korea serving as the first market.
The launch marks the debut of Dunhill's first-ever sub-brand.
Inspired by three of the world's most famous cities - New York, Paris and London - Global Editions aims to capture the spirit of travel and the allure of short escapes from everyday life. The brand was developed specifically for Korean consumers and reflects their tastes in terms of taste and design.
The new line includes two king-size products - the New York Edition and the Paris Edition - each featuring a double-capsule system and offering distinctive flavor combinations. The London Edition, a Fine Cut Super Slim cigarette, offers a crisp single capsule experience. Tar and nicotine levels range from 3.0 mg to 0.20 mg for the King Size variants to 1.5 mg to 0.10 mg for the Super Slim.
An outstanding feature is the product packaging, which was developed in a collaborative "hot housing" process involving Korean art directors, designers and 3D artists. The result is a visually sophisticated design tailored to local preferences, complete with a "Fresh Zone" at the top of the packaging that releases a refreshing scent when rubbed.
"Global Editions by Dunhill captures special moments of travel and offers consumers a distinctive sensory experience," said a BAT Rothmans representative. "With this first step, we aim to build a strong presence in the combustible cigarette market and develop a new global brand story beyond Korea."
The three editions will be available at convenience stores and tobacco stores nationwide at a price of 4,500 won ($3.22).
