Already a market leader in the e-cigarette category, NJOY came to us with its sights set on the adjacent vaping market. Recent exponential growth made vaping critical to NJOY’s long-term success, but NJOY knew its mass-market reputation would hinder its ability to break into trendy, high-end vape shops. They needed help developing a provocative new sub-brand and launch strategy that would legitimize their role in the vaping space.
Given the paramount importance of flavor in the world of vaping, we created the Artist Collection: a curated set of high-quality e-juices and an unprecedented brand collaboration between NJOY and the nation’s top flavor artists. Leveraging the unique flavor mixologies and the passion of the artists behind them, we built a unified brand story – seamlessly weaving together the disparate personalities and flavors to add depth and excitement to the vaping experience.