#Nico-Teens: JUUL, Social Media, and the Teen Vaping Epidemic

Abstract

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.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

You are not authorized to view Teaching Notes. Please contact your librarian for instructor access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles