The Power of Viral Marketing for Juul

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Juul utilized viral marketing strategies by leveraging cool and young influencers like Tabby Wakefield to promote their product. Tabby attended a Juul event, where she and her friends received samples of Juul products. They enjoyed the flavors, took the products back to college, and shared them with friends, leading to the spread of Juul devices through social circles.

When the vape brand Juul first hit the market back in 2015, e-cigarettes were in a kind of regulatory limbo. At the time, the rules that governed tobacco cigarettes did not explicitly apply to e-cigarettes. Then Juul blew up, fueled a public health crisis over teen vaping, and inspired a regulatory crackdown. But when the government finally stepped in to solve the problem of youth vaping, it may have actually made things worse.

Today's episode is a collaboration with the new podcast series "Backfired: the Vaping Wars." You can listen to the full series at audible.com/Backfired.

This episode was hosted by Alexi Horowitz-Ghazi and Leon Neyfakh. It was produced by Emma Peaslee and edited by Jess Jiang with help from Annie Brown. It was fact checked by Sofia Shchukina and engineered by Cena Loffredo. Alex Goldmark is Planet Money's executive producer.

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