Electronic cigarette marketer Njoy has selected Horizon Media for media and planning duties after a review, the client has confirmed.
The scope of work includes traditional, digital, social and mobile.
Electronic cigarettes do not have the same government imposed ad restrictions (such as the nearly 40-year ban on TV ads) because they are not tobacco products although they do contain nicotine.
In fact, Njoy kicked off a new campaign in December for its Njoy King brand that includes TV, print, social media, in-store, and events. The New York Times estimated that the company would spend up to $14 million on the campaign over six months.
Njoy founder Craig Weiss, stated, “Horizon demonstrated a much deeper understanding of the consumer, not just along their path to purchase, but across all the behavioral and emotional triggers throughout their busy daily lives. This is the most critical piece of the puzzle for Njoy in driving trial and long-term growth."
Horizon Media CEO Bill Koenigsberg stated, "The key to driving demand for all our clients, and for Njoy in particular, lies in our ability to enhance consumer engagement with the brand and the product.Njoy needs not only to intrigue and educate people about the product, but they also have to change behavior and habits that are highly engrained.”
Njoy stresses that its product is not designed to help people quit smoking, but rather is promoted as an alternative to tobacco products. As tobacco smoking becomes “increasingly marginalized, NJOY is confident that their convenient, smoke-free and virtually odorless product will increasingly steal share from the big tobacco companies,” Horizon said.