Collection: JUUL Events

Between June 4 and December 8, 2015 JUUL held at least 25 events in metro New York (8), metro Los Angeles (9), Las Vegas (5), Miami (1) and one each in Southampton, New York and Ventura, California. The attendees were young trend setters and free samples of JUUL’s devices and vapor pods were distributed in large quantities. Imagery from the Vaporized campaign was featured. At the events, a JUUL system was enclosed in a jewel box and displayed much like a precious jewel on tall LED lit pedestals.

The events were organized by BeCore, a Los Angeles firm which manages: "sampling tours, experimental marketing, brand activation." The company explained that for the JUUL Vapor Lounge it: "designed, fabricated and managed a custom container to function as a mobile sampling lounge." BeCore reported that 5000+ free samples were distributed per event. Boxman Studios (Charlotte, NC) modified a shipping container (a 20’ x 8’ steel box) into a: modern, inviting, and unique sampling experience for consumers.

The principal focus of these activities was to get a group of youthful influencers to accept gifts of JUUL products, to try out their various flavors, and then to popularize their products among their peers. The events were always free and featured popular bands such as CHAPMAN, illumanti AMS, Mary Kwok and others. Other events were movie nights held on rooftops. One Los Angeles event, managed by Cinespia, was an all night "slumber party" held in Hollywood’s Forever Cemetery featuring movies such as: Can't Hardly Wait, SCREAM, and Cruel Intentions.

JUUL sampling events continued well beyond its first year on the market. In 2016 and 2017, the company held sampling events in large metropolitan cities including Miami and New York city. For these events, JUUL hired young attractive women to distribute free samples of its products and later on after it admitted that the US Food and Drug Administration forbade free sampling of tobacco products, charged $1 for the samples. In 2018, JUUL sponsored a "Music in Film Summit" at the Sundance Film Festival in Utah. Celebrities such as Nicholas Cage, Elijah Wood and Dan Reynolds and Tyler Glen of rock band Imagine Dragons were photographed at the JUUL lounge. Celebrities were given the option of having their JUUL sample custom-engraved at the lounge.