JTI Global Travel Retail has launched its new Ploom Aura device exclusively with Japan travel retail.
A high-profile campaign across seven airports, including Tokyo Haneda, Narita, and Kansai, as well as at Lotte Duty Free’s Ginza downtown duty-free store gives shoppers the chance to discover and personalise the new device.
Created with a focus on “enhancing flavour”, Ploom Aura uses Smart Heatflow technology to allow users to enjoy the tobacco sensation without smoke. The device is the company’s latest addition to the growing heated tobacco segment, in which Ploom has become a major player in recent years.
The debut of Ploom Aura in Japan travel retail marks the product’s debut in the travel retail sector, following its launch in the domestic market, which drew strong feedback for the look and modern feel of its new sleek styling.
“Built on Ploom’s core design and DNA, Ploom Aura offers our best experience yet in the heated tobacco space,” said Claudio Ferreira, General Manager for JTI Global Travel Retail.
“Ploom Aura stands out through JTI’s unwavering focus on the consumer, and our commitment to driving success for our retail and airport partners, which remain at the heart of our long-term vision for the RRP [Reduced Risk Products] category.”
The campaign will also roll out to Chubu, Fukuoka, Naha, and Shin-Chitose airports, as JTI seeks to build its standing in the market.
Exclusive Ploom lounges are being established at each airport, where shoppers can explore the stick flavours on offer, from Mevius and Camel HTS, including regular tobacco, menthol, berry and pear. In each location, which has been crafted to deliver a “serene and comfortable space”, Ploom ambassadors are on-hand to assist customers.
“The Ploom Aura activation in Japan Travel Retail underscores our long-term commitment to being amongst the leaders in the HTS segment, not just in Japan, but globally,” added Ferreira, “through proactive, bold and dynamic brand experiences coupled with innovative and current, consumer-centric propositions.”
AloJapan.com