Recently, one of the biggest electronics cigarette companies in the United States, JUUL, has been facing various lawsuits from different US states for promoting products to minors.
Attorneys involved in these cases have been claiming that for many years the company has been targeting very young people including teenagers with the highly addictive E-cigarettes.
This has led to the company having to change many of its marketing strategies which have previously been aimed at people younger than 21 years old.
JUUL has been known around the country as one of the most popular electronics cigarette companies, with the sleek design of its products making it incredibly popular with young people.
Back in 2015, the company launched a very controversial marketing campaign titled Vaporized, that promoted the products using bright colors and models.
While these strategies were extremely effective, the company was still promoting unhealthy products to young people. However, plenty of other companies can learn from those promotional efforts.
Samples
One of the earliest marketing campaigns from the company were product sample events which were promoted through social media websites, as well as email invitations to the target audience.
To attract more consumers, the company utilized colorful branded T-shirts and centered those product sample events around youth themed events. The company allowed many people to try out different flavors for free and even featured popular actors and bands during the events.
Influencers
The company has always been using social media influencers in it’s promotional campaigns to inspire sales with the target audience.
Between platforms like Instagram and YouTube, the company has been working with social media influencers for a long time, and these campaigns manage to reach a large number of people.
Hashtags
Being an early adopter, the company managed to greatly expand its social media reach through utilizing hashtags on social media platforms.
Both the company, and its influencers used several branded hashtags which led to the target audience, as well as vendors using their own hashtags to promote the products later on.
The company also shared useful and funny content on social media that would appeal to younger audiences.
Flavors
One of the major selling points from the company was the diverse choice of flavors available to consumers.
In fact, according to research, plenty of young people have cited a diverse choice of flavors as one of the main reasons they started using electronic cigarettes in the first place.
However, instead of offering those flavors with generic names, the company took a very creative approach and named those flavors according to sweets or fruits that would appeal to younger people.
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