In a switch up of their social media marketing effort, Juul Labs, makers of the popular Juul brand of electronic cigarette devices, will no longer use models to promote their products on social media, but former smokers instead — a move that comes at a time when the company is actively trying to battle the perception that their products are too appealing to underage consumers.
In a statement, Juul CEO Kevin Burns indicated that it is the company’s belief that they “can both serve the 38 million smokers in the U.S. and work together to combat underage use.” He added that the two “missions,” as he referred to them, “are not mutually exclusive.”
“We believe we can both serve the 38 million smokers in the U.S. and work together to combat underage use — these are not mutually exclusive missions.”
In other Juul related news, the e-cig manufacturer, which is currently the largest in the United States based on U.S. market share, is raising over $1 billion in funding, which it plans to use in a bid to further its international expansion. Currently, the company’s products are available in just two countries: the United States and Israel.
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