ICYMI, June 21, 2019

Published on June 21, 2019

Updated on November 1, 2019

Juul's new marketing is straight out of Big Tobacco's playbook

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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