First tested in Japan under the “Kool Boost” brand, a new cigarette from RJ Reynolds will include a tiny menthol “powerball” in the filter that, when squished, will infuse the entire filter with lung-numbing flavor. They’ll be sold under the “Camel Crush” brand and are being tested in a few markets.
Trends in Japan explains why testing cigarettes in Japan works better than testing in the States:
Back in the U.S., people will actually ask someone for a cigarette and then decline it when it’s the wrong brand, but Japanese are far more willing to switch brands for any number of reasons: Cool packaging, freebies, product modifications, limited editions, etc. Sure, the older generation of salarymen stick to their Mild Sevens, but young people treat cigarettes like they do any other FMCG. After all, who wants to drink the same brand of coffee their whole lives?
Camel Crush cigarettes tested in Japan? [Killian-Nakamura.com]