Juul has launched its first TV ad campaign featuring people who say switching to e-cigarettes helped them quit traditional smoking.
The $20 million Make the Switch campaign includes three 60-second commercials, which each feature an individual aged 37 to 54 who say switching to Juul helped them quit smoking. The individuals touch on the ways smoking negatively affected their lives, from harming relationships to isolating them from family.
The campaign launch follows a year in which the FDA threatened to pull the e-cigarette maker’s products from shelves over sales to teenagers before Juul deleted its social media accounts in November.
