JUUL Advertising Over its First Three Years on the Market Jackler, R. K., Chau, C., Getachew, B. D., Whitcomb, M. M., Lee-Heidenreich, J., Bhatt, A. M., Kim-O’Sullivan, S. H., Hoffman, Z. A., Jackler, L. M., Ramamurthi, D. Stanford Research Into the Impact of Tobacco Advertising. Stanford, CA. 2019 ; SRITA White Paper 1–48

Abstract

ABSTRACT: Background: JUUL e-cigarette now dominates the American vapor market and has achieved a cult level of popularity among school aged adolescents. Objectives: JUUL’s promotional efforts have yet to be systematically studied. Methods: JUUL’s advertising (June 2015 - November 2018) derived from its website, social media (Instagram, Facebook, and Twitter), hashtags, and customer directed emails were analyzed. Results: As of November 2018, 2691 Twitter, 248 Facebook and 187 Instagram posts, and 171 customer directed marketing emails from JUUL controlled accounts were available for study. JUUL’s Instagram account had 77,600 followers and #juul had 260,866 postings. JUUL’s Vaporized launch campaign featured models in their 20s appearing in trendy clothes engaged in poses and movements more evocative of underage teens than mature adults. Subsequently, JUUL’s principal advertising themes have been closely aligned with that of traditional tobacco advertising (pleasure/relaxation, socialization/romance, flavors, cost savings and discounts, holidays/seasons, style/ identity, and satisfaction). Advertising prominently featured sweet and fruity flavors, especially mango. The company employed social media influencers as brand ambassadors. They also sought individuals who were popular on the internet, enrolled them in JUUL’s affiliate program, and compensated them for posting positive reviews while insisting that they not reveal this relationship. Conclusions: JUUL’s advertising imagery in its first 6 months on the market was patently youth oriented. For the next 2 ½ years it was more muted, but the company’s advertising was widely distributed on social media channels frequented by youth, was amplified by hashtag extensions, and catalyzed by compensated influencers and affiliates. JUUL’s mission statement to “Improve the lives of the world’s one billion adult smokers” and their repeated assertion that their product is meant for “adult smokers only” has not been congruent with its marketing practices over its first 3 years.