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NJOY launches tank attack

Long a leading supplier of e-cigs, the NJOY brand has refashioned itself for the move toward vapor-tank systems. Although the Scottsdale, Arizona company continues to produce disposable and rechargeable electronic cigarettes, they have brought out a flashy new website to introduce their "vape pens" to the public, which they will be offering in convenience stores, and presumably in vape shops as well, in addition to their online sales.

The website, called "How to NJOY vaping" is not a sales outlet – that is left to a different site – rather, it aims to be much more. It presents 30 short videos introducing current and newbie vapers to all aspects of vaping. It makes a bid to establish itself, and it's product and company of course, as the vaper's comprehensive guide to the product, its use, and its community.

By and large, How to NJOY Vaping avoids the term e-cig, in favor of the term "vape" (used here as a noun). All the "how-to" video clips deal with the "vape pen" product, a vapor-tank system. This shift in language is loaded with significance. For much of this year, e-cigarettes have been experiencing a market downturn, to the dismay of the Big Tobacco companies, which only muscled into the market recently, used their deep pockets to purchase a position of market dominance, and are only now rolling out their much-touted high-tech products into national markets. Only to have the finicky public turn toward a different way to vape, leaving Big Tobacco holding the [very expensive] bag.

This is now all the more piquant, as RJ Reynolds has recently asked the FDA to outlaw vaping with tank systems. 

NJOY has enjoyed a position as one of the leading independent (non-Big-Tobacco) e-cig producers. Are they leaving the declining market to Big Tobacco, in search of greener pastures? Does the new language presage a shift toward a whole new identity for the phenomenon of vaping? Apparently NJOY would like it to do just that. It would seem that the shift embodies a disassociation of vaping from cigarettes, from smoking, and the intent to establish it as something other than a substutute, as something independently valued in its own right.

Says company marketing honcho Geoff Vuleta, cited on CSPnet, "We must recognize that vaping is inherently different than—and more pleasurable than—smoking, and requires the right type of education to fast-track adoption and dedicated use."

In the videos, a lively lass with sparkling eyes walks us through all the steps of caring for a vapor-tank vaping system, including careful filling of the tank, recharging and storage of the battery, cleaning, changing flavors by using a different tank, and more. Some of her comments are clearly intended to allay public fears about matters like child-proofing, battery dangers, and liquid spills. She talks about common vaper mistakes and how to avoid or repair them. She talks about social aspects and the vaping community, and shares a few tricks about flavors and producing funky clouds. Of course the cost of vaping is covered – and contrasted favorably with smoking (one of the few times cigarettes are mentioned). Political matters are covered in one of the final videos.

The site promises to change the landscape of the vaping supplies industry. The resemblance to cigarettes continues to fade, and this may go a long way toward strengthening independents, and toward changing the image of the product, not only among users, but among the public at large.