Under Ever-Intensifying Scrutiny From Government, Juul Tries To Embrace Image As Public Health Crusader
California-based Juul has launched a new $10 million ad campaign focusing on the pitch that e-cigarettes are helping curb the country's smoking habits. But experts are saying the new image relies on revisionist history.
The New York Times:
Juul’s Convenient Smoke Screen
Juul Labs, the company behind the insanely popular vaping device, has a message for the nation’s estimated 37.8 million adult smokers: It really, really, really cares about them. And it wants them (and only them — got that, teens?) to try vaping instead. “For smokers. By design,” blares the company’s website. A new $10 million TV ad campaign, called “Make the Switch,” echoes that theme, featuring testimonials from ex-smokers, all comfortably above the legal smoking age, who have swapped their cigarettes for a Juul. (Roose, 1/11)