Behind Juul’s Smoke Screen

Problem:

I was shocked by e-cigarette producer Juul’s systematic creation of a health emergency among teenagers for profit.

I wanted to understand their rise to power and history of marketing strategy.

Action:

I researched and explained Juul’s marketing tactics for gnovis academic journal:

1. Create a cover story to justify a need for the product.

2. Invent a new culture around nicotine use.

3. Design a product that teens would like.

4. Target teens IRL.

Result:

On gnovis.com, Twitter, Instagram, and LinkedIn, I exposed Juul’s strategy to create a new generation of addicts.

Read “Behind Juul’s Smoke Screen” on gnovisjournal.org.