Camel Nutty Lights Box

With the aim to increase its brand equity in the Japan's domestic market, where Camel has not yet gained a substantial market share, JT introduced ''Camel Menthol Box'' nationwide in March 2007, soon after a successful test marketing phase. ''Camel Menthol Box,'' which is also a ''D-spec'' product, was well received in Japan, and its popularity led to JT's decision to introduce ''Camel Nutty Lights Box,'' as a non-menthol alternative for ''Camel Menthol Box.''

As of March 31, 2008, ''D-spec'' products had grown to account for 4.59 percent of Japan's domestic market share, increasing 0.55 percentage points over the previous year. The decision to launch ''Camel Nutty Lights Box'' is in line with JT's strategy to develop high value-added products, such as products utilizing its original ''D-spec'' technology, which the company aims to expand through its vast distribution channels in Japan. Following the newest introduction, a total of 20 ''D-spec'' products will be available in Japan.

''D-spec'' reduced odor products (known as Less Smoke Smell products abroad) incorporate the company's odor reducing technology developed in response to customer demand for the reduction in the unpleasant smell of smoke. It's so popular that it even has fans creating parodies on the camel logo.