LONDON: NJoy, the dominant US player in the fast-growing e-cigarette market, has enlisted Hotwire and Seven Dials to support its attempt to build a foothold in the UK and Europe.
The Arizona-based company, which is backed by Napster founder Sean Parker, holds an almost 50% share of the $300 million e-cigarette market in the US.
In June, the company raised $75 million for marketing and international expansion as well as clinical trials and R&D.
Roger Harrison, international marketing director for the brand, has appointed Hotwire to handle corporate PR in the UK and Western Europe and Seven Dials for consumer PR in the UK following pitches.
Hotwire's brief is to position NJoy's product as a credible alternative to smokers and to manage its reputation within the e-cigarette industry. Hotwire associate director Laura MacDonald will lead the account with support from the agency's network of European offices at a local level.
Seven Dials' brief is to boost awareness of NJoy among UK consumers through creative PR ideas, media relations, and celebrity and influencer campaigns. Associate director Dan Turner and business director Eleanor Conroy will lead the agency's work.
This story originally appeared on the website of PRWeek UK.