Seven Stars (cigarette)


Seven Stars is a brand of cigarettes produced by Japan Tobacco.

History

Seven Stars was launched on February 1, 1969, as the first cigarette with a charcoal filter, and was created in response to customer demands for low-tar, menthol, and D-spec products. The brand uses domestically blended tobacco, and is popular amongst all Japan Tobacco brands. From 1975 to 1977, it was the best-selling brand in Japan. Later, was ranked 2nd in sales following the 1977 launch of Mild Seven. From the first quarter of 2008 until 2016, the Seven Stars brand returned to best-selling status. Various nicknames for Seven Stars cigarettes include 2=セッタ and 2=セスタ.
Changes in the cigarettes' design have been made several times, but the 20-cigarette box has been largely unchanged since launch. 1993 saw a change in size to king size, some changes were made to the logo on the packs in 1999, and in early 2012, new inks and metallic finishes were applied to the packaging.
Since the beginning of the 21st century, low-tar and menthol variants are also sold; the latter, introduced on August 3, 2009, originally used a special charcoal filter to prevent covering and adsorption of the menthol, but this was changed to a plain filter on April 14, 2014. The tar content of the medium and light variants was lowered to 10 and 7 mg in the middle of June 2015, with the tar content label being displayed more prominently on the packaging.
Due to a tobacco tax increase on October 1, 2010, and consumption tax increase on April 1, 2014, the prices of all Seven Stars products were raised to 440 and 460 yen.

Marketing

A tree used on a Seven Stars package became a scenic spot representative of the hills of Biei, Hokkaido.
In the mid-1990s and early 2000s, the brand was promoted by actors Etsushi Toyokawa, Tetta Sugimoto, and Shōei. From 2007 to 2011, music acts Boom Boom Satellites, The Lowbrows, and ripvanwinkle also participated in promoting the brand, including as part of magazine advertisements portraying them as "men who resonate with Seven Stars".

Slogans

Seven Stars has used multiple different slogans, among them:
  • "Indelible Man"
  • "Silent Smoke"
  • "Seven Stars Man"
  • "Exalted, Quietly."
  • "Just one thing: a certain taste." for original variants
  • "Unwavering umami." for medium variants
  • "Polished umami." for light variants
  • "The choice is mellow." for Real Rich variants
  • "The choice is richness." for Real Smoke variants
  • "Menthol You Can Taste", "Solid, Super-Menthol", and "The flavour of ripe leaves, with menthol." for menthol variants
  • "Superfine. Menthol is the sole focus." for Cutting Menthol variants
  • "Japan's only. The sharp choice, charcoal menthol." when the charcoal-filtered menthol variant was first released
Slogans for discontinued products include:
  • "Black with a crisp, brilliant taste and an umami that stands out." for Black Impact
  • "Piercing Super-Menthol." for Light Menthol
  • "Crisp flavour. Solid taste." for Solid
  • "Extreme coldness. Alaska Menthol." for Alaska Menthol
  • "PLAY! SNAP" for the Snap Box

Markets

Seven Stars cigarettes are mainly sold in Japan, but also were or still are sold in Singapore, Austria, Ukraine and Afghanistan.

Sponsorship

Seven Stars sponsored the Honda works team in the Suzuka 8 Hours motorcycle race from 2003 to 2006, where the team ran two bikes. In 2004, riders Tohru Ukawa and Izutsu Yoshiyasu claimed victory. Another win followed in 2005 with Ukawa and Ryuichi Kiyonari. Honda-themed Seven Stars packs were sold at Suzuka Circuit during the race.

Products

  • Seven Stars
  • Seven Stars Medium
  • Seven Stars Lights
  • Seven Stars Black Impact
  • Seven Stars Menthol
  • Seven Stars Lights Menthol
  • Seven Stars Black Charcoal Menthol
  • Seven Stars Revo Lights Menthol
  • Seven Stars Revo Super Lights
Below are all the variants of Seven Stars cigarettes, with the levels of tar and nicotine included.
NameRelease dateDate of discontinuancePrice in ¥TarNicotineDescription
Seven StarsFebruary 1, 1969Still available460 Yen14 mg1,2 mgHanshin Tigers package released in limited quantity in 2005. A Black Edition was released in 2008 as a limited package, and a Special edition was released in limited quantity in 2009.
Seven Stars EXOctober 1, 1986December 1993240 Yen14 mg1,3 mgIn 1986, a King size version of the Seven Star was released. However, the leaf blend was different, using the American blend of the Mild Seven rather than the domestic blend. In addition, the tar value was lowered by 1 mg and the nicotine value was increased by 0.1 mg in comparison to the Seven Star. Abolished with Seven Star's 1993 King size
Seven Stars 10 BoxMay 1, 1990Still available460 Yen10 mg0,8 mgA custom light box with golden top was released circa October 2008. Referred to as the Seven Star Medium Box from November 2008 to June 2014.
Seven Stars Custom LightNovember 1, 1993October 1995240 Yen11 mg1,0 mgSoft pack, de facto revival as Seven Stars 10 in July 2014
Seven Stars BoxAugust 1, 1995Still available460 Yen14 mg1,2 mgA limited edition side slide box was released in limited quantity in 2007.
Seven Stars Menthol BoxAugust 1, 2000Late February 2011440 Yen12 mg0,8 mgSuccessor to the Seven Stars Deep Menthol Box. A limited edition side slide box was released in limited quantities in 2007 and 2009.
Seven Stars Menthol Light BoxJune 4, 2001October 31, 2008300 Yen8 mg0,6 mgTar value unification with light menthol of soft pack with standard change
Seven Stars 7 BoxJuly 1, 2004Still available460 Yen7 mg0,7 mgThe name of the Seven Stars Light Box until June 2014. The box top was silver. At its launch in 2004, it was limited to the Fukuoka prefecture, but the next year, it expanded its sales area to the national level.
Seven Stars Levo Light Menthol BoxFebruary 1, 2005January 2011440 Yen7 mg0,6 mgD-spec Seven Star Menthol leaves are used.
Seven Stars Revo Super Light BoxJuly 1, 2005January 2011440 Yen5 mg0,5 mgD-spec lights and custom light leaves are used.
Seven Stars Levo Ultra Light Menthol BoxJanuary 16, 2006January 2009320 Yen3 mg0,2 mg
Seven Stars Light MentholFebruary 4, 2008May 2011440 Yen7 mg0,6 mgA special edition was released in 2009 in limited quantity. The box top is yellow green.
Seven Stars Light Menthol BoxNovember 1, 2008May 2011440 Yen7 mg0,6 mgThe name and taste were changed in November 2008. A limited edition side slide box was released in limited quantity in 2009. Until October 2008, the box top was silver with the name Menthol Light, but it was replaced with a yellow green top.
Seven Stars Alaska Menthol BoxDecember 2, 2008May 2014440 Yen5 mg0,4 mgSuccessor to the Seven Stars Menthol 5 Box. In October 2011, the brand changed to Salem Alaska Menthol. It uses a plain filter with flavored threads.
Seven Stars Black ImpactFebruary 2, 2009May 2011440 Yen7 mg0,7 mgIt was released as a 40th anniversary commemoration release.
Seven Stars Black Charcoal Menthol BoxAugust 3, 2009Late February 2011440 Yen7 mg0,6 mgSuccessor to the Seven Stars Solid Menthol Box. Japan's first menthol charcoal filter.
Seven Stars Black Impact BoxApril 1, 2010Late February 2011440 Yen7 mg0,7 mgSuccessor to the Seven Stars Solid Box.
Seven Stars Deep Menthol BoxLate February 2011May 2014440 Yen12 mg0,9 mgSuccessor to the Seven Stars Menthol 12 Box. The filter was changed from a plain filter to a charcoal filter, and the nicotine value increased from 0.8 mg to 0.9 mg.
Seven Stars Solid Menthol BoxLate February 2011May 2014440 Yen7 mg0,6 mgSuccessor to the Seven Stars Menthol 8 Box.
Seven Stars Solid BoxLate February 2011July 2014460 Yen7 mg0,7 mgSuccessor to the Seven Stars Black Impact Box.
Seven Stars Cutting MentholAugust 29, 2011February 2017460 Yen7 mg0,6 mgSeven Star's first super slim product. It uses a plain filter with flavored threads.
Seven Stars Menthol Snap BoxSeptember 3, 2012May 2014440 Yen7 mg0,7 mg
Seven Stars Real RichDecember 2, 2013Still available460 Yen14 mg1,2 mgThe package is deep red.
Seven Stars Real RichDecember 2, 2013Still available460 Yen14 mg1,2 mgThe package is black.
Seven Stars 1July 1, 2014Still available460 Yen1 mg0,1 mg
Seven Stars 4July 1, 2014Still available460 Yen4 mg0,4 mg
Seven Stars 7July 1, 2014Still available460 Yen7 mg0,7 mg
Seven Stars 10July 1, 2014Still available460 Yen7 mg0,7 mg
Seven Stars Menthol 5 BoxApril 14, 2014Still available460 Yen5 mg0,5 mgSuccessor to the Seven Stars Alaska Menthol Box. The flavored threaded filter was changed to a plain filter, and the flavor blend was altered.
Seven Stars Menthol 8 BoxApril 14, 2014Still available460 Yen8 mg0,7 mgSuccessor to the Seven Stars Solid Menthol Box. The charcoal filter was changed to a plain filter, the tar value increased from 7 mg to 8 mg, and the nicotine value increased from 0.6 mg to 0.7 mg.
Seven Stars Menthol 12 BoxApril 14, 2014Still available460 Yen12 mg0,9 mgSuccessor to the Seven Stars Deep Menthol Box. The charcoal filter was changed to a plain filter
Seven Stars Menthol Beat 8 BoxSeptember 25, 2015Still available460 Yen8 mg0,6 mg
Seven Stars Menthol Smash 8 BoxSeptember 25, 2015Still available460 Yen8 mg0,6 mgIt features a capsule that can be crushed to change the scent from menthol to lemon-apple.
Seven Stars Long Time 6 BoxJanuary 15, 2016Still available480 Yen6 mg0,6 mg
Seven Stars Long Time 10 BoxJanuary 15, 2016Still available480 Yen10 mg1,0 mg
Seven Stars Long Time Menthol 8 BoxJanuary 15, 2016Still available480 Yen8 mg0,7 mg