Feature story
Juul’s New Marketing Is Straight Out of Big Tobacco’s Playbook
THURSDAY, June 20, 2019 (The Atlantic)—Out of a firestorm of controversy over teen nicotine use, Juul Labs emerged in January with a newly sober and adult marketing identity. Forget the fruit-flavored vaping pods, the former colorful ads populated with young models, the viral Instagram and Facebook posts. What the Silicon Valley e-cigarette giant is really about, its $10 million television ad campaign declares, is helping cigarette smokers shake their cigarette addictions and get healthy.
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