Horizon Media Wins NJOY E-Cigarette Business

NJOY, the most popular electronic cigarette brand in America, has selected Horizon Media to handle all traditional, digital, social and mobile marketing duties. 

The win comes after a rigorous review process that included multiple media agencies and standalone digital shops. Horizon was awarded the business based on their holistic approach to NJOY’s business challenges and their proven ability to drive retail sales.

NJOY is widely regarded as the industry leader due to its best-in-class products, patent-pending technology and experienced management team. However, NJOY is not a product designed to help people quit smoking; it is a lower cost and less harmful alternative to traditional cigarettes. A continual focus for the NJOY marketing team is educating consumers on the benefits of this unique product.

“NJOY continues to lead the electronic cigarette category with superior branding and product quality in the most responsible way,” said Craig Weiss, NJOY Founder. “This is a complex category and 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.”

“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,” said Bill Koenigsberg, Horizon Media President, CEO and Founder. “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 recognized that Horizon was the ideal partner the moment they saw that our entire communications process has been designed to create and nurture these richer, more rewarding relationships with consumers. NJOY is a fascinating product and we look forward to firmly establishing the brand as the modern alternative to traditional cigarettes,” said Koenigsberg.

As smoking and smokers become increasingly marginalized, NJOY is confident that their convenient, smoke-free and virtually odorless product will increasingly steal share from the big tobacco companies.

Chief Marketing Officer

Horizon Media

75 Varick Street

New York, NY 10013



About Horizon Media

Horizon Media, Inc. is the largest independent media services company in the world.  The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, Chicago, Miami and Amsterdam, Netherlands.  Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Advertising Age and by Adweek/Brandweek/Mediaweek, and as one of the world’s most innovative marketing and advertising companies by Fast Company in 2011. 

The company’s mission is “To create the most meaningful brand connections within the lives of people everywhere.”  By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of $4 billion and approximately 800 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit www.horizonmedia.com.