Horizon's, Er, Smoking: Lands E-Cigarette Biz

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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.

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6 comments on "Horizon's, Er, Smoking: Lands E-Cigarette Biz".

1. CJ Tweed from Self employed
   

   commented on: February 27, 2013 at 5:14 a.m.
   I enjoy NJOY
2. CJ Tweed from Self employed
   

   commented on: February 27, 2013 at 9:18 a.m.
   You have a big job ahead of you in de-bunking the propaganda created by the FDA. People in general have a warped view of e cigs as a result of that. From the belief that batteries can explode to not wanting to be exposed to the Vapor.... "As with any alternative to smoking that exists outside dominant institutions and does not focus on purifying everyone completely, e-cigarettes face a great challenge. All the powerful institutions involved with tobacco policy (government agencies, major NGOs, competing companies) seem to oppose their existence, caring little about their public health benefits. These products seem to bother anti-tobacco extremists, who have been quite successful in their tactics of demonizing and misleading people about nicotine, even more than low-risk inter-oral products. Presumably they fear that clean modern products that prompts learning and a devoted following is a threat to their propaganda. It tends to make nicotine consumption seem less like the “moral” or “values” issue they wish to make it, and it becomes a rational consumption decision by adults. However, unlike with smokeless tobacco in most places, it is conceivable that educated nicotine users who want to engage in THR might be physically prevented from getting this low risk alternative." Carl V. Phillips & Paul L. Bergen"
3. John Wells from Self
   

   commented on: February 27, 2013 at 9:19 a.m.
   The Capitalists will sell us the rope with which we will hang them. -Lenin
4. Matthew Ma from Ecigator
   

   commented on: February 27, 2013 at 9:55 a.m.
   Njoy, seems the biggest electronic cigarette comany now. http://www.ecigator.net/
5. CJ Tweed from Self employed
   

   commented on: February 28, 2013 at 1:36 a.m.
   So here you go...The M&T Stadium (Baltimore Ravens) has banned smoking but e cigs are OK. Gonna be a lot of nic fitters there especially once they guzzle down a few beer. Set up a little stand with custom NJOYs that are printed with the Ravens logo....and You're Welcome. P.S also good....no butts!!
6. CJ Tweed from Self employed
   

   commented on: February 28, 2013 at 1:47 a.m.
   Oh, and also have a recycle bin available all over, just big cans that look like NJOY cases with Ravens logos on for people to recycle. I know that if you send in 5 or so to NJOY you get 1 free. But here if people wanted to just throw in 1 you could collect them all for recycling and donate cash or something to kids sports...keep the youth healthy and active and teach them about the dangers of addiction in general. Nicotine of course being the most benign, similar to coffee...but kids have tremendous challenges with other unregulated and highly dangerous products like synthetic cannabis and of course smoking. Educate and empower self esteem and children will feel proud of doing the right thing when presented with those situations.

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