Right step
<p>Korean Tobacco Company KT&G, which is famous for Esse cigarettes to Russian smokers, put Zest cigarettes on the market, which position in premium segment. And it is not without reason ‐ besides high quality of cigarettes, the design of the pack is noted for its new format slide box, which is not so widely spread in Europe.</p>
<p>The pack of Zest cigarettes is opened not from the top, but from one side, smoker should pull inner ″box″ through special hole from the left. The box pulled out provides access to cigarettes. Smoker can offer cigarettes to colleagues with elegant gesture, and friends will appreciate the advantage of cigarette pack. Besides, tear strip is in the middle of the pack, both halves of wrap can be removed easily, and you do not need to keep the wrap in order the pack to be clean, because Zest cigarettes pack is made of plastic. More precisely, it is double‐layer material which is from thin carton inside and from real plastic outside.</p>
<p>Now, three flavors of Zest cigarettes are presented on the Russian market ‐ original (tar‐8mg, nicotine‐0,8mg), lights (6/0,6) and menthol(6/0,6).</p>
<p>Introducing of cigarettes with unusual pack format on the market is not an easy task, though it is clear now that the company works for the perspective, when it has to struggle for consumer not with the help of advertisement, but using the pack to the maximum. And the originality of the pack, which supports the style of the brand, especially in premium segment is a right step.</p>
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