"Our No. 1 objective is getting this product into people's hands," Andrew Beaver, chief marketing officer at Njoy Inc. in Scottsdale, Ariz., said of Njoy King.
"The more like the real thing" it is perceived to be, he
added, "the more smokers get into the category.
So the commercials describe Njoy King as "the first electronic cigarette with the look, feel and flavor of the real thing.
And print ads carry headlines like "The most amazing thing about this cigarette?
It isn't one.
The commercials have been accepted by cable channels owned by Discovery Communications and Viacom
, Mr. Beaver
said, as well as local broadcast stations in markets like Chicago, Dallas, Los Angeles, New York, San Francisco and Seattle.
So far, no broadcast networks have agreed to carry the spots, he
said, adding: "We applaud those cable networks and spot stations working with us to provide adult smokers an alternative to cigarettes, and our loyalty to them will be self-evident.
Other networks have yet to see the light and until they do, they won't see our money either.
The Arcade Creative Group
in New York, which is the creative agency for Njoy King, was asked to "let the product be the hero," Mr. Beaver
said, and "appeal to a broad audience of adult cigarette smokers, ages 21 to 45.