At Joe Doucet x Partners, we undertook the complex task of revitalizing NJOY, one of the largest vaporizer companies, to stand out in a market dominated by JUUL and saturated with disposable competitors. Navigating a shifting industry landscape and JUUL’s public controversy, NJOY, led by Doug Teitelbaum, strategically repositioned its products and brand. We focused on premium quality, an exclusively adult audience, and above all, safety to help smokers make the switch. The work we delivered at JDXP became the foundation for reintroducing NJOY to the market, dethroning JUUL as the leader and culminating in NJOY’s acquisition by Altria Group.

This project does not represent the work done at Joe Doucet X Partners or NJOY’s official stance. It’s an exploratory case study I created to address the young adult market left disillusioned by years of reckless product development, many of whom returned to smoking real cigarettes in reaction to the uncertain landscape of product safety.

This concept, while edgy and sarcastic, offers a solution with energy and posture—a brand that might draw mustaches on subway ads but still pays its taxes and remembers its mom’s birthday. It proudly rejects the ‘Muji minimalism’ dominating today’s market in favor of something bold, alive, and unapologetically authentic. In a shifting landscape of ‘sin’ and overwhelming choice, it aims to make NJOY the easy decision, shouting (both literally and metaphorically) for those who are just happy to be alive.