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Marketing In The News: Juul
Adagio Cisneros and Aidan Cusack
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Background
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About Juul● Juul Labs, Inc. is an electronic cigarette company and maker of the Juul
e-cigarette
○ Mission: “Improve the lives of the world’s one billion adult
smokers by eliminating cigarettes”
● December 2017 - Juul became the most popular e-cigarette in the U.S.
● September 2018 - Juul ammasses a a 72% share of the e-cigarette
market in the U.S.
● December 2018 - Altria Group (the parent company of Marlboro) purchased a 35% stake in Juul Labs for $12.8 billion
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Illegal and Unethical Marketing
Recently, Juul Labs has come under fire for its illegal and unethical marketing practices including:
1. Targeting adolescents
2. Promoting the Juul as a safer alternative to traditional cigarettes
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Targeting Adolescents
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Seminars at Schools
● Cited in a congressional testimony: ○ A Juul representative spoke at a presentation and told students
that Juul “was much safer than cigarettes”, “totally safe”, and that
the FDA would announce “very soon” that Juul is “99% safer than
cigarettes”
○ The representative urged a student to tell his nicotine-addicted
friend about Juul because “it would be better for the kid to use”
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Social Media
● In addition to covertly promoting its products in schools and camps, Juul had an active social media presence and sought out influencers to
promote Juul products
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FDA and CDC Facts
● One in five high schoolers uses e-cigarettes○ The U.S. Surgeon General has declared a “youth vaping epidemic”
● Teenagers are particularly vulnerable to nicotine addiction (especially
with the flavors and higher nicotine levels of e-cigarettes) and their use
of nicotine products including Juul has increased
○ This amplified the FDA’s concerns and investigations
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A “Healthier” Option
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Claims Regarding the “Make the Switch” Ads
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What the FDA Says
● Juul illegally marketed its vaping products as a less harmful alternative to traditional cigarettes
○ The campaign may convey that the devices are less harmful than
tobacco cigarettes
○ The message implies that Juul’s products are a smoking cessation
option
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FDA Facts
● Health effects of e-cigarettes are not yet established○ Results of initial studies are varied and not concrete
● 400 people have been sickened by vaping-related illnesses, including 5
deaths
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Marketing Laws
● Before marketing tobacco products for reduced risk, companies must demonstrate with scientific evidence that their specific product does in
fact pose less risk or is less harmful
○ Juul has not done so
● Formerly on the Juul website: the company’s vaping system is designed
to “heat nicotine liquid and deliver smokers the satisfaction that they
want without the combustion and harm associated with it”
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What Juul Says
● A spokesman for Juul disagrees with the implication that Juul products are a smoking cessation option
○ “Switching is not another word for cessation or safer. They mean
very different things. For example, switching involves continuing
to consume nicotine but from a different device, while cessation is
about getting users to eliminate their nicotine consumption
altogether”
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History of Tobacco Product Marketing
● Juul’s marketing strategies follow a historical pattern of tobacco product companies making doubtful safety claims
○ For example in the 1950s, Camel made their cigarettes appear
healthier with advertisements claiming “more doctors smoke
Camels than any other cigarette”
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What’s Next for Juul?
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A New Marketing Strategy and Further Federal Investigation
● The FDA has ordered Juul to submit a plan to correct the issues outlined in the agency’s warning within 15 days
● In addition, the FDA required more documentation about Juul’s
practices and products
● Failure to comply with the FDA could result in civil penalties,
injunction, or seizure of company products
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In Conclusion...
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Sources
https://www.juul.com/mission-values
https://en.wikipedia.org/wiki/Juul
https://www.nytimes.com/2019/09/09/health/vaping-juul-e-cigarettes-fda.html
https://consumer.healthday.com/cancer-information-5/electronic-cigarettes-970/fda-warns-
juul-about-illegal-marketing-claims-and-pitch-to-youth-750111.html
https://www.wired.com/story/fda-juul-cant-claim-safer-cigarettes/