Japan Tobacco International (JTI) is set to make waves with the limited launch of its new heated tobacco device, the glo HYPER pro, during Japan's iconic Sapporo Snow Festival. From February 4 to February 11, festival-goers will have the opportunity to experience the unique crystal color variant of this innovative product.
The launch coincides with JTI's broader campaign, titled "Live Life in Color," which aims to introduce vibrant new designs for its heated tobacco devices. The campaign promotes the idea of colorful living, described by the company as transforming everyday moments of joy.
At the festival, JTI plans to feature the glo HYPER pro at themed booths, resembling clear dome tents echoing the winter wonderland outside. Guests will be able to try the product, alongside its specially created tobacco sticks, all the whilst enjoying complimentary warm beverages to ward off the winter chill. This engaging space is not only ideal for sampling the new products but also invites consumers to reserve their very own glo HYPER pro and other accessories.
The booth reflects the theme of the snow festival—"The Joy of Seeing Snow Brings Color to Winter Moments"—and it showcases JTI’s direction as they embrace the freshness of the season with hope and anticipation for the year to come.
According to JTI, "The fresh new year starts with the potential held by this white-toned design as if it's just fallen snow. This embodies our theme of joy during winter moments." This statement frames the product as not merely functional but symbolic, positioning it within the emotional experience of the festival.
With the Sapporo Snow Festival attracting over two million visitors annually, JTI sees this as the perfect platform for their product promotion. The event is famous not only for its stunning snow and ice sculptures but also for bringing together visitors from around the globe, making it ideal for launching novel product experiences.
With the launch of the glo HYPER pro, JTI is hoping to align itself with the changing preferences of tobacco consumers, who are rapidly moving toward less harmful alternatives. The glo brand has been part of this trend, offering heated tobacco options believed to pose fewer risks compared to traditional smoking methods.
This event marks just the beginning of JTI’s 2024 campaign, which extends well beyond just product launches. JTI's focus this year will likely include engaging with consumers more directly to build brand loyalty and awareness through interactive marketing strategies.
Overall, the launch of the glo HYPER pro at such a high-profile event as the Sapporo Snow Festival showcases the brand's commitment to innovation and customer engagement, promising to bring more color and joy to the lives of its patrons.