By Jordan Crook
For Juul Labs, 2018 was a long year full of ups and downs, with the company coming under heavy scrutiny by the FDA over the popularity of the nicotine vaporizer with young people. But as we begin 2019, Juul is kicking off the year with a massive ad campaign focused on getting adult smokers to “make the switch” to Juul.
The marketing campaign is part of a broader effort for the company fresh off a $12.8 billion financing from cigarette juggernaut Altria and a bout of withering criticism from the U.S. government.
“It [underage use] is an issue we desperately want to resolve,” Chief Product Officer and co-founder James Monsees said in August. “It doesn’t do us any favors. Any underage consumers using this product are absolutely a negative for our business. We don’t want them. We will never market to them. We never have. And they are stealing life years from adult cigarette consumers at this moment, and that’s a shame.”
In response, Juul spent the greater part of the year working to combat underage use: The company first changed its social media channels to feature only adult former smokers as models, and then removed all marketing through social media, …read more
Source:: TechCrunch Gadgets
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