young audience marketing strategies
young audience marketing strategies

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.


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.


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.


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.


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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.