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Targeting Teens for E-Cigarettes

11/30/2018

37 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Remember when teenagers would rush from high school so they could light a cigarette?  Some would even try to sneak a smoke in the bathroom between classes.  Those days are now back with a 21st century twist.  Like many other things, cigarettes have gone high-tech, which makes them more appealing to minors, but has the biggest e-cigarette maker intentionally targeted teens? 
 
During a recent marketing class, our discussion turned to e-cigarettes and one student, who was just a year or two removed from her own secondary education, mentioned that e-cigarette use is rampant in high school.  I didn’t realize that lighting up electronically had become such an obsession for adolescents.  A little online research, however, quickly supported the student’s claim.
 
According to the National Institute on Drug abuse, 16.2% of 12th graders used e-cigarettes in the past month, with the rate among boys being twice that of girls.  The Food and Drug Administration (FDA) has reported that more than 2 million middle schoolers and high schoolers regularly used e-cigarettes in 2017, making e-cigarettes “the most commonly used form of tobacco among youth in the United States.”
 
Some describe an “epidemic” of e-cigarette use among adolescents.  In fact, certain high schools, like Plainedge High School in New York, have installed special chemical detectors in bathrooms to sense changes in the air and notify administrators when students are “vaping.”  All of this is happening despite the fact that FDA regulations prohibit minors from buying e-cigarettes in stores and online.
 
For those who find a way to purchase e-cigarettes, there are plenty of choices--over 460 different brands are competing for consumers.  However, the biggest brand by far is Juul, which has about 72% of the market.  Juul Labs, soared past $1 billion in sales after just its third year in business.
 
As might be expected, Juul has drawn special scrutiny when it comes to young people’s use of e-cigarettes.  This past September, the FDA warned Juul and four smaller competitors (Vuse, MarkTen, blu, and Logic) that they had “60 days to convince the agency that they have adequate plans to stop kids from vaping with their products.”  If Juul and the others can’t show how they’ll do a better job keeping minors from vaping, they will need to cease selling.
 
When e-cigarettes first hit the market in 2004, there was a sense of optimism:  ‘Here’s a safer way for smokers to satisfy that desire and hopefully kick the habit entirely.’  So, what happened to that prediction, and why are so many teens, most of whom never smoked before, such a significant part of the e-cigarette market?
 
According to the National Institute on Drug Abuse, “e-cigarettes are not an FDA-approved quit aid, and there is no conclusive scientific evidence on the effectiveness of e-cigarettes for long-term smoking cessation.”  In fact, for teens, the relationship between e-cigarettes and cigarettes seems to be the opposite.
 
Of teenagers who use e-cigarettes 30.7% start smoking regular cigarettes within 6 months, compared to just 8.1% of those not using e-cigarettes.  Similarly, a study found that “students who had used e-cigarettes by the time they started 9th grade were more likely than others to start smoking cigarettes and other smokable tobacco products within the next year.”
 
Plaintiffs have brought several lawsuits against Juul specifically, alleging that its products’ high levels of nicotine caused the users to become addicted.  Ironically, some of them choose to use JUUL because they thought it would help them quit smoking.

E-cigarettes are addicting because, just like traditional cigarettes, most contain nicotine.  Juul’s products’ have especially high levels of the chemical:  A single JUUL pod contains “as much nicotine as a pack of 20 regular cigarettes.”  In addition, Juul’s particular formulation of nicotine salt  “increases the rate and amount of nicotine delivered into the blood, compared with other formulations.”
 
Nicotine is particularly detrimental for young people because it can impede brain development, which is critical in the teen years.  In addition, adolescents who are exposed to nicotine are at greater risk of future drug addiction.
 
One good thing is that e-cigarettes don’t have as many harmful chemicals as burned cigarettes.  However, e-liquids still contain “at least 60 chemical compounds.”  One study found that the vapor from some e-cigarettes carried toxic chemicals and known carcinogens, while the devices themselves contained “potentially toxic metal nanoparticles.”  Also, unlike traditional cigarettes, e-cigarettes are susceptible to explosion, given that they are electronic devices that produce an aerosol by heating a liquid.
 
So, e-cigarettes are dangerous in more ways than one, but did Juul really take any specific steps to target teens?  This is where analysis becomes complicated.  Despite an organization’s sharpest marketing strategies and best intentions, consumer behavior sometimes goes in directions that are very hard to predict.  Take Tide Pods.
 
Perhaps Proctor & Gamble, maker of Tide, could have anticipated the candy-like appeal its colorful, round detergent balls would have to consumers.   However, it’s hard to imagine anyone predicting the viral rise of the ill-advised Tide Pod Challenge in which young people put pods in their mouths, sometimes ingesting them.  P & G certainly did not encourage that behavior.
 
Are e-cigarette sales to teens Juul’s equivalent of the Tide Pod Challenge—an unfortunate, unforeseeable happenstance?  Probably not.  For one thing, young people’s use of e-cigarettes has proven to be much more than a fad.  Moreover, unlike P & G, Juul employed several specific strategies that made its marketing attractive to teens.                                                                
 
For example, Juul used young, attractive models in its ads, who might appeal to anyone but would be especially alluring to image-obsessed teens.  On its website, the company surrounded its product with “luscious-looking images of fruit.”  It also chose youth-friendly flavor names like crème brulee and mango.  In addition, Juul designed its products to be trendy and sleek, like flash drives, which could be accessorized with colorful skins.
 
Despite this circumstantial evidence, there doesn’t appear to be any ‘smoking gun,’ i.e., a Juul executive’s on-the-record admission or a leaked internal document outlining intentional targeting of teenagers.  Does that lack of explicit evidence of clear intent absolve Juul?  It should not, for two main reasons:

First,
marketers at Juul should have realized that their tactics would have significant teen-appeal.  If Juul really wanted to convert seasoned smokers to e-cigarettes, not enlist teens, it would have taken a different approach, like featuring older, former tobacco smokers in its ads.  Interestingly, Juul initially did take that tack, but when it “failed to gain traction on social media and failed to gain sales,” it switched to the more kid-friendly strategy.  Juul has since returned to its original adult approach, but only after considerable external pressure.

Second, Juul knew who was using its products, even though Juul executives have denied knowing how many teens were buying Juuls—a claim that FDA Commissioner Scott Gottlieb has called “incredulous.”  Even if Juul somehow didn’t have access to accurate retail sales data, it could have easily seen the multitude of young people posting pictures of themselves using Juul products on social media.  These users even coined a company-specific term to describe their actions: “Juuling.”  That kind of branded verb creation is typical of teens and only tends to happen for the biggest social phenomena, e.g., Photoshop, Google.
 
Regardless whether Juul intended to target teens, its strategies encouraged their action, catching many in an unwitting cycle of addiction, which fits the description of an unfortunate legal/ethical concept:  adverse impact.
 
Pressure from the FDA and the Massachusetts attorney general has compelled Juul to drop most of its kid-friendly tactics, but at this point, it will be difficult to put the proverbial genie back in the bottle.  Juul and other e-cigarette makers who ‘inadvertently’ targeted teens may continue to deny responsibility, but they will always be known for their “Single-Minded Marketing.”


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37 Comments
Hannah Brown
12/4/2018 01:40:12 pm

I found this article quite insightful. I had little knowledge of the reach the Juul brand has. Something I found to be troubling was the sheer amount of nicotine in Juul pods. In fact, one Juul pod contains as much nicotine as 20 regular cigarettes. Coming from a person who believed a Juul was better than a regular cigarette, this is extremely shocking. I never knew this much nicotine was in a Juul pod. The rate at which people convert from e-cigarettes to cigarettes also is astronomical. This blog post helped me to grasp the dire need for reform of marketing tactics the Juul brand uses.

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Samuel Parker
12/9/2018 06:09:17 pm

I believe that some e-cigarette makers, such as Juul, did target teens because they were slim/appealing for a younger person. The look of e-cigarettes started to target teens, but the main pull that got the teens onto them were the names of the flavors. Also, I did not know that they contained so much nicotine. I am surprised that those that started smoking e-cigarettes switched to regular smoking because of the difference in nicotine, the appeal, and flavors.

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Ashlyn Stonge
12/9/2018 10:20:21 pm

I found this blog post interesting. I know that "Juuling" is very popluar at my high school and that many of my friends have tried it. However, I did not know all of the specifics about it. I was suprised at the amount of Nicotine that is contained in them and the many other chemicals. I had seen e-cigarettes as being a better solution to smoking, and while I still think this, it does not seem to be that much better. It has many other chemicals and dangers to it, as well as a much higher level of addictiveness due to the large amount of Nicotine in them. I had also always thought that the target audience was smokers, however now I'm not so sure. Sure, maybe they weren't trying to target teens with all of the colors and falvors, however I'm sure they knew that those would attrack teens.

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Brynna Randall
12/10/2018 07:00:48 pm

I found this article to be interesting. Juuling became popular at the highschools in my area around 2016. Since then, I've watched as more and more children started using juuls in highschool. It appears to me that the age of the children using juuls drops ever year. Even my younger sister, who is in 7th grade, told me that she knows kids who are using juuls. For some kids, it seems to be a phase, but for others I think it is well on its way to being an addiction. Some of the traits I noticed with kids, who hadn't "hit the juul" in just a class period, were restlessness, irritability, and boredom (all common signs of addiction). I do not think the children realize the damaging affects that a juul can have, nor do I think they fully recognize the addictive properties of nicotine. I think "big tobacco" has simply made the switch from cigarettes to juuls, and I think the industry does not care that children are using juuls - they only seem to care about the money that is going in their pocket. They have shown this by blatantly advertising to children and staying silent when questioned.

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John Doe
12/10/2018 08:25:37 pm

A memory comes to mind when I hear about smoking, whether it be by means of a pipe, cigar, cigarette, or e-cigarette. I have heard it said that the people who smoke are part of a larger population that just can’t sit still; they have to do something; they have to fidget, if you will. People find it hard to be still, and stillness is a good thing because God commands it: “Be still, and know that I am God; I will be exalted among the nations, I will be exalted in the earth” (Psalm 46:10). I wonder why so many younger folk pursue smoking as a means to do something and feign moments of pause in their lives by it?

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Noah
12/10/2018 09:49:23 pm

I believe that e-cigarettes and especially vaping are really bad for our teens. As if teens need another form of addiction to put forth their time and money into. I have seen teammates on my high school wrestling team not be allowed to compete in sectionals for being caught vaping. and other students get out of school and go straight to their cars to go vape. Our school had trouble dealing wit it because it was such a new phenomenon that they had to categized it under drug paraphernalia in the handbook because they did not even have it specifically on there. They had to do something because although the regular oils may be bad for people and their lungs, it was not as bad as when students started putting weed in them and smoking that. School should be a focused time not a time for starting bad habits that will cause harm and consume a lot of money.

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Tyler Akles
12/11/2018 12:13:55 pm

I agree with what you have stated in this article. JUUL products, from what I have seen, have more of an appeal to the younger generations. The only upside to this is that JUUL's and products like it are generally safer than cigarettes.

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Lauren Patterson
12/11/2018 05:15:25 pm

I found this article very interesting. I did not know a lot about e-ciagrretes before reading this and now I know that they are just as bad as regular cigarettes are. I know young teens are very attracted to a lo of e-cigarette products which include the Juul. This seems to be more than just a fad fro teens these days. E-cigarretes have increased in sales ever since they first got popular. I feel that a lot of teens do not know the dangers of e-cigarettes which should be more advertised.

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Kaaumoana Estrella
12/11/2018 08:37:01 pm

This article made me take a step back to actually think about if e-cigarettes are actually healthy alternatives to smoking regular cigarettes. After learning that one jul pod is equivalent to smoking twenty cigarettes, does this actually help current smokers ween off of regular cigarettes?

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Brooke Breinich
12/12/2018 12:37:10 pm

This was very intriguing, yet not surprising. Being only a few months out of high school, I understand that a large majority of my peers used Juuls. I'm not sure I understood how large this epidemic was until I read the article, and I found it very surprising how addicted people became after using the smoking device. I also did not know that Juul began their marketing strategy with targets towards people who were trying to quit smoking. As the artcile continues, it is truly evident that Juul is marketing towards a younger population - something that I had no idea was going on. It almost seems like Juul has created a new market and taken over that area. Before Juul came out, there weren't many teenagers using e-cigarettes, but now there are more than ever. People are updating their Snap Chat and Instagram at parties smoking, and what device are they using? Juul. Never any different type of brand; just Juul. Although the marketers say they did not "intend" for this to happen,an epidemic of this proportion does not occur through happenstance. To me, it seems like a very well thought out marketing plan to specifically appeal to younger audiences.

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Jamie Weidner
12/12/2018 01:58:41 pm

I enjoyed this article because I have had the same thought recently, since when did vaping become so popular among teens? I remember my cousin started using e-cigarettes a few years ago to help himself quit smoking, I thought that's what the goal of e-cigarettes was--to help people stop smoking. However, now it seems as if these companies, Juul especially, are causing more people to start smoking and vaping, which I think is just as harmful as smoking real cigarettes. I have friends that have Juuls, friends that I never would have expected to smoke, yet here they are doing just that. I think these companies know they are attracting teens and try to make it seem as if their products are not as harmful as conventional cigarettes. As mentioned in the article, they have flavors that are appealing to younger consumers and attractive and sneaky designs, made to deceive parents and teachers of what the product is, creating a stronger market for the product.

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Kaylee Leib
12/12/2018 07:25:35 pm

E-cigarettes and Juul are not helping the smoking epidemic. They claim it helps people stop smoking when it is also doing the opposite and making kids addicted. Back in the day, people did not know smoking was bad, now that we know that, companies should stop making products with nicotine.

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Luke Kapp
12/12/2018 07:50:56 pm

Companies like JUUL know exactly who they are targeting, whether they admit it or not. The fact cannot be ignored about how many minors have some sort of e-cigarette or smoking device when it is obvious that it is a big problem. Using young men and women to advertise proves even more that they know who they are targeting, and it needs to stop as the number of minors getting smoking devices will keep going up. It is no surprise to me that it may lead to a smoking addiction or lead to end up smoking actual cigarettes. My opinion is, JUUL and other companies need to stop selling their products or there needs to be some kind of reform, because if they continue to ignore the obvious problem it is not helping their company image one bit.

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Liam Holohan
12/12/2018 08:50:57 pm

I do not personally feel that companies like Juul have intentionally targeted minors and young kids and here is why. One whether or not we like to admit things we are not allowed to do make us want to do it more. Minors can not personally buy their own Juuls the law does not allow it simple as that. So the question is then why would Juul target a market that can not legally buy their product? It does not make any sense. I believe the problem is is that when there is a want there is a will. No matter what Juul does kids are still going to find away to get the Juuls illegally. Therefore I do not generally think it is the companies fault. The fault comes down on the stores and system put into place in order to keep minors from accessing the product.

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Tyler Long
12/12/2018 09:09:24 pm

Juuling is one of those popular activities that I just don't understand why people do it. I have the view that your body is your temple and you only get one of them so you should take the best care of it that you can. So doing something like juuling putting those harmful chemicals in your body just seems dumb. This goes for a lot of other things as well but can apply to juuls very easily.

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Joe Crocenzi
12/12/2018 09:13:01 pm

As someone who has recently graduated from high school I can attest to the rampant use of E-cigarettes. It was everywhere. Juul and these other companies did market to teenagers. Even if Juul and other companies are no longer doing it the damage is already done. Juul now spreads more from word of mouth and peer pressure from other students more so than it does by advertisements. Juul has opened a can of worms that it can never close. Vaping continues to grow among young people and I see no reason for it to slow down. Now that more information is coming out on the health effects of vaping the government and schools need to do more to stop the use amongst young people. Much like they did with cigarettes.

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Artie Micheel
12/12/2018 10:24:22 pm

This is very interesting. Companies are targeting young kids. This is infuriating and corrupt. They do not care about how these product will affect the consumers and give them a nicotine addiction. They only care about the profit they make rather than how people respect their company.

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Reid Ruark
12/12/2018 11:05:43 pm

As a first-year in college I believe that e-cigarettes are very popular and will continue to be popular until someone steps in. However, by coming to Messiah I haven't seen any Juuls or e-cigarettes on campus. But once I pull out my phone to head to Instagram or head back home for break, it is evident that this trend is still on the rise in my hometown and amongst my closest friends who attend public universities. Furthermore, I do believe that these companies are advertising to teens and must be stopped by the government.

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Matt Glogowski
12/13/2018 12:25:54 am

I found it interesting that the original use of the Juul was to give a heathier way of smoking that would eventually lead to people quitting. It seems this strategy failed in a big way, now there are people that have never smoked before that started Juuling because it gets you the same effect without the stereotype of the unhealthy original cigarette.

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Anthony Salomone
12/13/2018 07:56:08 am

This article was very interesting to me. Personally, I have seen many people around me frequently use Juuls not to quit their smoking habit, but to substitute a regular cigarette. The comparison to the "Tide Pod Challenge" helped me to understand how different products are often abused and used in a way that was not its intended function. Teenagers especially are often guilty of doing this to products or even foods, as they did with the trend of the "Cinnamon Challenge" a few years ago. Juul's marketing strategy does seem like they are targeting a teen market but even without their full admittance, teens have found a way to take this product and bring it into their circles even if Juul had not intended for them to do so, although it is highly unlikely that the company did not foresee their product reaching a younger market.

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Will Young
12/13/2018 09:03:52 am

I thought this was article was very interesting and appreciate how it brought awareness to the fact that the brand juul does not uphold societal values in any way. I worked at a basketball camp this summer that was for the grades of 2nd grade to 9th grade. Each day that I entered the camp there would be 6th, 7th and 8th graders with juuls in their backpack and I would even catch some using them in the bathroom during lunchtime. My problem is not so much with the e-cigarette itself but it is mainly this issue of how accesible it is for kids to get them these days and how it is nearly the norm now for kids who haven't even entered high school yet, to be using them on a day to day basis. What they don't realize is that it's not just a hobby or something that is cool but it is well on it's way to becoming an addiction for them before they know it.

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Justin Barber
12/13/2018 09:32:53 am

I found this article to be very interesting. I know some adults who have used e-cigarettes as a way to try to stop smoking. However, I do not think any of them have successfully transitioned from cigarettes. The problem then becomes teenagers thinking things like juul are a better option. I do think that juul, whether purposely or not, marketed to the younger audience, in effect penetrating the teenage market. I am interested to see how the FDA handles the e-cig epidemic and hope that more teens become informed on the negative effects of juul.

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Trust
12/13/2018 10:11:48 am

This article is interesting because it shows just how much the power of advertising is. We can see that juul was low key trying to target teenagers. At this point, I don't think that kids are smoking for the feeling, but instead are doing it because it looks cool. Furthermore, if they are told they can't have it, they will be even more motivated to want it. The age restriction to buy juuls is a joke. The company should have been more transparent in their advertising and fully inform the consumer all potential risks of smoking a juul.

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Tyler Hallman
12/13/2018 10:57:55 am

I agree with this blog post that Juul is a single-minded company. If it didn't appear that they were selling to kids I would probably be more on the fence between single-minded and mindful. Adults are old enough to smoke, it is their choice. The company would not necessarily be breaking any societal values if they were only targeting adults. However, because they seem to be targeting children, they are breaking every moral value I hold.

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Darryl Daniels
12/13/2018 11:01:17 am

In today's world Juuling is one of those popular activities that today's youth partake in even though it is terrible for their health. I believe companies like Juul know who their target market and can't act ignorant to this fact that it is teens because they are the ones who are buying theire products. I believe this has to stop because it is only going to lead to more and more health issues for people because of advertising Juul products.

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Colin Dorrell
12/13/2018 11:01:54 am

This article gives a large sum of information. Juul within in just the past year has become one of the most wanted things for people in high school in college. It is purely based off the fact everyone sees another person with it and its a sign of being cool in several high schools across america. The issue with it is nicotine in the juul is highly addictive and people do not understand how bad that really is.

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Joshua Collier
12/13/2018 12:07:10 pm

This article is very interesting to me. It can be said that Juul is targeting teens because it has moved it's flavors away from tobacco to fruits and mints. However, the same could be said about alcohol. Fruit flavors liquors have been around forever and they are bought by both adults and under age people. I do not believe that the intention of Juul at first was to target teens but I think that the growth that it has shown is in a large way part of the product being so appealing to teens who are not accustomed to the taste of tobacco.

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Carson Spangler
12/13/2018 12:10:56 pm

Juuling this past year have blown up within high school and college students. Due to the addictive nicotine and kids wanting to look "cool" or try new things, they continually come back to them and end up blowing a ton of money. The vape industry in my opinion is a horrible industry because of the horrible impacts it has had on teenagers. I found it interesting that you compared juuling today to smoking cigarettes back then. Looking at it from that perspective it seems to be a "better" thing for teenagers to be getting involved with. Hopefully some day e-cigarettes are completely abolished, but I personally don't think they will ever completely go away.

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Reshawndra
12/13/2018 01:23:42 pm

Though Juul e-cigarettes were very popular in The Bahamas where I'm from almost every brand of e-cigarettes could be found at my high school. E-cigarettes basically became a trend despite the dangers. Despite the intent they had to not market to teenagers it still happened and I feel as though it was inevitable. This article was interesting because it seemed as though they were targeting the younger audience without making it obvious simply because it is "healthier" and that may attract the students who may have always wanted to smoke.

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Stephen Maloney
1/13/2019 11:15:20 pm

I never knew much about e-cigarettes until high school, where I quickly realized that it was rampant through my classmates. I always understood the risks and harms of cigarettes, but my peers often assured me that e-cigarettes and Juuls were different. I always disagreed, but I only point this out to show how many high school students and people in general believe there are no risks in e-cigarettes. It is astounding to me that how many chemicals are in these devices and the rate at which it causes teenagers to begin smoking real cigarettes. Were not these the devices that were meant to eradicate and discourage cigarette smoking? Seems to me that they are doing the exact opposite. Juul appears to be a company benefiting off of the naivety of many individuals out there. Although the company claims its ignorance in targeting teenagers and the data to back it up, it seems to me that Juul had to be aware of what they were doing. It is unlikely that Juul was not aware the impact that certain marketing approaches would take on teenagers. After all, almost every tactic they took appeals to the teenage kid. Maybe they were truly being honest in there approach and who am I to call them dishonest, but it appears to be unlikely with such convincing evidence in the contrary. I would agree that this method is single minded marketing, but clearly it has made Juul an extremely successful company.

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Aaron Jeon
1/29/2019 03:54:52 pm

Juul is very famous throughout teenagers in the United States. It is not limited to American Citizens but international students use e-cigarettes, especially juuls. When students are over 18 they can buy e-cigarettes in States, but some countries don't allow students who are 18 to buy e-cigarettes. That is the one of the biggest reasons that makes students to smoke. Also, juul doesn't look like as a real cigarette; that provokes students to think juul is not bad as real cigarettes, but that is not true. Juul has almost all of the substances that the real cigarette has.

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Breana
3/7/2019 03:03:14 pm

I never knew about Juul until now. It should not be critical for young teens to be using e-cigarettes in order for them to stop smoking. The chemicals used in these products can get teens very comfortable with using this and eventually try actual smoking. The things that young people are getting hooked on is outrageous and e-cigarettes are not a tool for helping someone rather than getting used to a feeling that would want them to try an actual cigarette thinking it wont hurt them. Great post.

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Christian Beyer
3/14/2019 12:55:14 am

I personally do not feel that Juul directly targeted teenagers in their marketing. I feel as though Juul simply tried a new marketing strategy once their first strategy failed. They tried taking a different approach with how they portrayed their product and it consequently attracted many teenagers and young adults. Juul was simply advertising as to what people like, but I do not believe that they were specifically targeting teens. I feel that Juul possibly could have done a better job and taking measures to ensure that teenagers and young adults were not able to purchase their products or doing a better job at making the dangers of their products to young people known. I do not believe, however, that Juul was unaware of how many teenagers were using their products. That is something that I feel they did was unethical, but the direct targeting of teenagers I feel was not their intention.

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Kimberly Abundis
3/18/2019 03:12:23 pm

I find it very interesting that they more or less directed their marketing towards a younger demographic knowing the damage and legal repercussions. the fact that they tried to act innocent, when everyone knows that young people frequent these types of electric cigarettes.
Although I am glad that they are back to marketing to adults, it doesn't take away the fact that all of these kids and teens have become addicted to juul.

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Nicholas Chiang
3/18/2019 09:53:43 pm

It is exciting to know that their target market is towards high schoolers middle schoolers. I find it funny that they make it sound less harmful and act as if they are trying to help addicted people to smoke in a better way. Juul is proved to be as dangerous as normal , and I don't think what they are doing is the ethical thing to do.

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Tobacco pipes link
9/23/2019 05:39:49 am

As far as I know, tobacco pipes have always been in vogue, and I have seen many old movies in which the main characters used to smoke cigars and tobacco pipes.

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min
2/7/2023 10:10:21 pm

this blog is really interesting to me. I know that juul was really popular in my high school and most of the students have it or tried it. it surprised to me how much nicotine and other chemicals it contained. I do believe that juul is targeting the young adults with the name of it's flavors being more appealing to young adults. I also think that many young adults attract to it because of how easy it is to use and how small it is that you can hide it any where.

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    David Hagenbuch

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