JUUL was introduced to the market in 2015 with the mission to “improve the lives of the world’s one billion adult smokers by eliminating cigarettes.” By 2018, the brand controlled more than 75% of the e-cigarette market and was valued at more than USD 38 billion. On the surface it appears that JUUL is accomplishing its mission. But a closer look reveals that a significant number of their consumers are underage. How did the brand become so popular with teenagers, including those who have never smoked? The answer may, in part, be attributed to their marketing practices, which critics claim are predatory. This case allows students to analyze the marketing and promotional practices of the JUUL brand.