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“SAY YOU WERE a villainized e-cigarette startup, with a $13 billion cash investment from the tobacco giant that owns Marlboro, and were blamed for kicking off a vaping epidemic among teens. You’d lay low, right? Maybe play nice with the FDA. Log off Instagram. Throw a few coins at a youth prevention campaign. Juul, however, is opting for a more aggressive route.
On Tuesday Juul confirmed that it plans a national TV ad campaign featuring ex-smokers who used Juul to help them quit traditional cigarettes. CNBC, which first reported the plan, said Juul plans an initial $10 million campaign, airing on national cable channels after 10pm local time and aimed at adults 35 and older.
TV ads for tobacco products have been banned under federal and state regulations since the 1970s, and print ads are restricted. Advertising standards have not been formalized for e-cigarettes, which are regulated differently by the Food and Drug Administration. E-cigarette companies have advertised on TV before, notably Blu and NJOY, which ran a Super Bowl ad in 2012. But in the intervening years, Juul has far eclipsed both brands, with 70 percent of the retail market, according to data from Nielsen.
TV is a new medium for Juul, which has grown through social media channels like Instagram, Twitter, and Facebook, although the company claims most of the marketing is organic and unpaid. As criticism grew, the company changed the look and feel of its online accounts to focus exclusively on adult smokers switching to Juul.”
JJ Editor's Daily Picks
"THE CAPTURE of the last territory controlled by the Islamic State on Saturday was far from a final victory over the movement, as U.S. commanders and diplomats were careful to emphasize."
"How a Gay Teen, an Internet Nazi, and a Late-Night Rendezvous Turned to Tragedy. When self-loathing meets the new age of online extremism."
"Benjamin Netanyahu ignored the intelligence operations of Beijing and Moscow for too long. Now, the Israeli government is finally paying attention, but it could be too late."
"Former Nick Jr. kids are now reckoning with this all-grown-up intrepid explorer, whose obstacles are a lot bigger than Swiper the Fox. And that is a hard pill to swallow."
"At the end of last week, the three-month Treasury bills' yield rose above the yield for 10-year Treasuries for the first time since 2007, prompting warnings that the U.S. is headed for recession later this year or in early 2020."
"A team of researchers from Ben-Gurion University of the Negev and Technion-Israel Institute of Technology attempted to answer some questions about voting with the help of artificial intelligence (AI)."
"The experts I spoke with all said that the internet had changed the way conspiracies spread, but conspiracies, both dangerous and petty, have always been with us."
"Pop culture today is obsessed with the battle between good and evil. Traditional folktales never were. What changed?"
"Trustful parents allow their children as much freedom as reasonably possible to make their own decisions. They trust their children’s instincts, judgments, and ability to learn from mistakes."
"Arugulagate. In 2007, Barack Obama was in Iowa, speaking as a presidential hopeful to a group of farmers who were worried about the stagnation of their crop prices while America’s grocery bills continued to rise."
"To say that information exists in and of itself is akin to speaking of spin without the top, of ripples without water, of a dance without the dancer, or of the Cheshire Cat’s grin without the cat."
"Ted Cruz replaces the Democrats’ muddled manifesto with a clear and unequivocal exploration of the hatred of Jews and its particular evils."