Juul hopes to reinvent e-cigarette ads with 'vaporize' campaign

Advertising Age recently ran a story on Juul's multimillion-dollar "Vaporize" campaign, which includes a brightly colored 12-unit billboard display that will hang above the streets of Times Square. Publications have branded Juul as the "iPhone of e-cigs" and their ads will feature 20- to 30-year-olds using the product on the front spread of Vice magazine's July issue. 

But not everyone is on board with this kind of marketing. John Schachter, director of state communications for Campaign for Tobacco-Free Kids, expressed some concerns, stating "We're seeing more and more irresponsible marketing of unregulated products such as e-cigarettes."

You can read the full story here

What do you think about the ethics involved in marketing e-cigarettes?

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Be sure to check out our free guide for what marketers need to know about "The Impact of Electronic Cigarettes on the Smoking Cessation Industry."

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