Hotwire and Seven Dials hired by e-cigarette brand NJoy

Hotwire and Seven Dials have won a new brief with NJoy, the leading brand in the fast-growing e-cigarette market in the US.

The agencies have been tasked with helping NJoy to transfer its American success to the UK and Europe, with Hotwire to handle corporate PR in the UK and western Europe, while Seven Dials manages UK consumer activity, reports PRWeek.

Based in Arizona, NJoy is backed by Napster founder Sean Parker and holds an almost 50 percent share of the e-cigarette market in the US, and has made a considerable investment in overseas expansion.

Currently, the product is being sold in Sainsbury's stores nationwide, as well as selected Londis outlets.

The Hotwire team, led by Laura MacDonald, will work to position NJoy's product as a credible alternative to smokers, while managing its reputation within the e-cigarette industry.

Meanwhile, Seven Dials will utilise creative PR ideas, media relations and celebrity and influencer campaigns to raise consumer awareness of the brand, with Dan Turner and Eleanor Conroy leading this work.