Collection: Print

JUUL has minimally used traditional channels used by tobacco advertisers such a magazines, newspapers, billboards, radio, and television. In 2015, JUUL chose a single magazine to launch their advertising campaign. It was VICE magazine, a glossy pop culture focused publication which markets itself to advertisers as "#1 youth media company." Contrary to their stated purpose, JUUL chose VICE to launch its initial campaign to fulfill its mission of reaching "adult smokers." The full page advertisements on the inside of the cover page were colorful and showed 20-something models in playful poses. Beginning in late summer of 2018 JUUL began to run full page newspaper advertisements on the switch theme.