British American Tobacco Korea announced Thursday that it will introduce “Dunhill SWITCH” cigarettes on the local market on June 7.
The Dunhill SWITCH, which will be priced at 3,000 won ($2.8), comes in packaging with the “RELOC” inner wrapping, the company said.
According to the company, which holds the patent on the inner wrapping method, RELOC is a re-sealable double cover that provides additional protection for the tobacco maintaining the quality of the cigarettes for longer.
With the new cigarettes, the company is hoping to expand its presence in the market for premium cigarettes, the company said. “Dunhill SWITCH is a strategic product for BAT Korea to position its brands as premium brand ...” the company said.
“We launched ‘Dunhill SWITCH’ for the Korean consumers who prioritize quality first and foremost,” BAT Korea chief executive Stephan Liechti said in a statement.
“With new premium seal RELOC, ‘Dunhill SWITCH’ offers an optimal tobacco experience. Consumers will be able to enjoy the new premium standard and next level of perfection.”
By Choi He-suk (
cheesuk@heraldcorp.com)