Brendan McDermid | Reuters
A man smokes a Juul e-cigarette in New York City,
Juul, the e-cigarette company that has become ubiquitous among teens, is launching its first television ad campaign targeting adult smokers as it faces criticism that its fruity flavors are designed for underaged users.
Food and Drug Administration to fix the “epidemic” of youth e-cigarette use or else have products pulled from the market.
Juul has already captured about 75 percent of the e-cigarette market, according to Nielsen data. However, it’s unclear what percent of Juul’s sales comes from former adult smokers and what percent comes teens, though critics would say too much comes from the latter group.
In running advertisements highlighting stories of adults who have used Juul to stop smoking, it suggests the company sees an opportunity to reach more adult smokers.
Over the past year, Juul captured 68 percent of the total $3.25 billion e-cigarette market, according to Nielsen data ended Dec. 29 compiled by Wells Fargo’s Bonnie Herzog. However, it represented just 3 percent of the $72.81 billion in overall tobacco sales, which includes cigarettes, e-cigarettes, chewing tobacco and cigars, according to Nielsen.
Altria, maker of best-selling cigarette brand Marlboro, announced Dec. 20 that it bought a 35 percent stake in Juul for nearly $13 billion in cash. As part of the deal, Altria will give Juul some of its prime shelf space and add information about Juul to cigarette packs.