Jennie (Johnson Creek Enterprises)
May 23, 8:47 AM
Thank you for your email. We understand. We started using the term "smoke juice" in 2008 long before this debate started. At that time we felt it was important to use a different term. "E-liquid" meant juice coming from overseas and our product was manufactured in the USA. We were the first to make it here. Additionally, vaping hadn't been accepted as its own thing. It was just an alternative to smoking. Vaping terminology was rudimentary and highly variable. If it wasn't clearly presented as alternative to smoking, then consumers didn't get it. This is why ECF went with "electronic CIGARETTE forum" and SMOKtech used "SMOK", and many others who were formed pre-2010 used that kind of terminology. Interestingly, when we first started operating, vaping was so new that people would contact us asking how they'd use our e-liquids in their meat smokers. We spent a lot of time explaining what vaping was.
Times have changed. Vaping is now vaping in and of itself and the terminology has homogenized. We started the transition away from the word "smoke" roughly a year ago. You can read more about the transition here:
http://smokejuice.tumblr.com/post/121672624614/the-spirit-of-johnson-creek
It takes a while to shift branding. If we do it too abruptly then customers get confused and we've dealt with some confusion and anger from our regular customers already. Some social media sites allow users to change their names and we've done that. Some don't allow that kind of change and we may be stuck with the old username. We're switching all e-mail addresses and the URL of the website to JCVC (Johnson Creek Vapor Company) and we're rolling out a variety of new labels.
You can see a new label here:
https://www.johnsoncreeksmokejuice.com/shop/e-liquid/jc-white-russianhtml
When a flavor gets a new label we're updating the graphics. If you see "smoke juice" on a page, let me know. I've not updated all of the copy yet, but I think I've fixed most of it. I think there are some pages related to cartomizers that may still use the term. Cartomizer users are very reluctant to change.
Know that we are completely rebranding and it's going to take some time, but we'll get there.
Do you know if ECF will be changing their name? I'm not sure I could get accustomed to calling it EVF and the "electronic viewfinder" groups may not appreciate the conflation.
Please let us know if there is anything else we can do for you. Have a great rest of your day!
Customer Relations Specialist
Johnson Creek Enterprises, LLC
Office: (800) 280-0775
Email:
support@smokejuice.com
Web:
www.smokejuice.com