It’s not surprising that some of the most extensive articles on the electronic cigarette industry tend to focus on the companies behind it. They are the ones plunging the most money into public relations. While organizations like CASAA (an e-cig consumer advocate group) might be deserving of coverage for their work in the political trenches, the major companies are the ones out looking for the best ways to become the iconic e-cig brand that everyone has heard of.
NJOY has been among the most successful to that end so far. The company — which took much of market merely by being just about everywhere — has been working to be seen as the growing underdog of the industry. That’s a little true when put up against the massive goliath tobacco companies Lorillard, Philip Morris, and R.J. Reynolds that have joined the e-cig industry looking to make up for lost cigarette sales. It is a little less true, however, by comparison to the entirety of the rest of the e-cig market — which, many analysts agree, NJOY dominates.
This past week, NJOY made another major step towards becoming synonymous with electronic cigarettes when an extensive piece on the e-cig industry came from the New York Times and spent almost all its time looking only at NJOY. You can read the article right here.
This is hardly the first piece like this to come out of the NJOY PR machine. And kudos to them. The company has been seemingly working from day one with a very aggressive strategy to get it’s product to be the brand people think of when they think of electronic cigarettes.
Certainly that’s not the case for most individuals that are heavily involved in the community, the market, and the habit. But NJOY is doing a good job being the first brand people see as soon as they hear about electronic cigarettes for the first time. And that’s a valuable beachhead in the war for customers.