Stanford studies suggest that Juul blanketed social media with promotions to entice youngsters into vaping.
The posts typically originated within a community of youthful users that had coalesced around the company’s earlier advertising and had taken on momentum of its own. The Stanford papers were based on assiduous collecting of Juul ads and marketing materials.
Ever since their retail introduction about a dozen years ago, e-cigarettes have been at the center of a debate over their impact on public health. That brings us back to Juul’s advertising. At first it seemed tailored for a younger audience, showing twentysomethings cavorting playfully in social settings — a subtle appeal to teenagers’ desire to see themselves as young adults.
After that, Jackler says, Juul began “to temper their advertising so it became very similar to traditional tobacco advertising.” Its ads associated the product more with grown-up pleasure, relaxation, romance and glamour. But they were advertising not on channels followed by older adults such as magazines, newspapers and broadcast TV, but “through organic social media marketing on channels heavily frequented by young people, and it became viral.
Juul's first ad campaign used a look-alike for pop star Ariana Grande to sell its products--to the middle-aged market?
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