The American giant of the e-cigarette does not stop making talk! Just two months after agreeing to stop selling his fruity cartridges in store, Juul plans to launch its first TV advertising campaign with a budget of 10 million.
Just two months after agreeing to stop the sale of fruit flavored refills in stores, the American giant of the e-cigarette Juul plans to launch its first television advertising campaign. The ads that should be aired this summer, will feature testimonials from adults who have used the famous e-cigarette to help them quit smoking, reports Business Insider.
These TV commercials would cost 10 million dollars to Juul and will be broadcast on national cable channels after 22 hours. According to the executives, the ads are aimed at adults aged 35 and older and include testimonials from older smokers from 37 to 54.
While this decision is particularly interesting, it is also controversial because tobacco companies are for their limited share in the broadcast of advertising on television or on paper. These same regulations have not yet been applied to the manufacturers of electronic cigarettes, which opens up some possibilities for Juul.
In October, Juul was able to reach and surpass valuation level of 10 billion dollars just seven months after its first venture capital increase, the fastest ever achieved by a company. According to Neilsen, Juul currently holds 75% of the electronic cigarette market.