Electronic cigarette maker 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 marketing efforts.
Electronic cigarettes do not have the same government-imposed ad restrictions, such as the nearly 40-year ban on TV ads. They are not tobacco products, although they do contain nicotine.
Njoy kicked off a new campaign in December for its Njoy King brand, which includes TV, print, social media, in-store and events. The New York Times estimated the company would spend up to $14 million on the campaign over six months. That’s a big bump up from its total spending in 2011 of $226,000, per Kantar.
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: "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. Rather, it is promoted as an alternative to tobacco products. The agency noted that as tobacco smoking becomes “increasingly marginalized," NJOY is confident its smoke-free, odorless product will increasingly steal share from the big tobacco companies.
Founded in 2006, Scottsdale, AZ-based Njoy says it has sold over 3 million e-cigarettes.