Kent Convertibles $24.00

10 packs, 200 cigarettes with white filter, King Size Box. (Tar - 4 mg, Nicotine - 0.3 mg). Filter consists of carbonic part and acetated part which contains gelatinous capsule with refreshing flavor. When pressing the sign on the filter during smoking, capsule activates and changes the flavor of cigarettes to menthol.
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Pack of cigarettes evolution. Part 3

January 3, 2011

From idea to launch in production of new format pack 16 months passed. Kent Nanotek has started in May 2007. This product is innovative. First sales have confirmed this. Kent started to look innovatively, had played modern nanotechnologies and attracted consumers' attention.

Start of sales was accompanied with marketing campaign "Easy to copy - impossible to repeat!" Copies, actually, have appeared quite fast. In December 2007 when Kent Nanotek was the only representative of new class cigarettes this format took 0.5 per cent of tobacco market according to Nielsen data. From that times appeared 17 brands in this category: Winston XS from JTI, Marlboro KS SS from Philip Morris and so on. This segment has increased up to 3 per cent, 1.2 per cent of it takes earliest explorer Kent Nanotek.

This year Kent has launched cigarettes Kent Convertibles, which's flavor can be changed by pressing on filter (inside the filter is menthol capsule). Vandermeulen has got involved to elaboration of this product on design stage but he is very proud of it, - he says that Convertibles realize "tendency to customizing". "If you really wish to create something innovative, you have to trace changes in society. Our actions are dictated by consumers' requests and this is the only right policy. If looking only on competitors there are no chances to invent something new" - Vandermeulen says.


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