JUUL launches first nationwide campaign

JUUL Labs, the leading US vape brand, has announced the launch its first UK marketing campaign, featuring  testimonials from adult smokers who have switched to JUUL as an alternative to combustible cigarettes.

The campaign will run for 12-weeks from July 1 in Out of Home sites in London, Birmingham, Manchester, Liverpool, Leeds, Glasgow, Cardiff, Bristol, Newcastle and Belfast.

Each of these ten cities has a high prevalence for smoking and the campaign will be run near alcohol and tobacco consumption outlets, JUUL said.

The campaign features five different adult ex-smokers – not actors – who are all aged over 30 and had struggled to switch from combustible cigarettes over periods ranging from eight to thirty-five years, making the switch to JUUL in 2018.

It will also be supported by an educational PR campaign and local brand ambassador activity giving greater detail on each ex-smoker’s switching journey and their reasons for switching.

“As someone who smoked for 20 years and tried to give up on numerous occasions, only managing to switch using JUUL, I am incredibly moved by this campaign and excited about the potential it offers to inspire large numbers of the UK’s 7.4 million adult smokers to follow their lead and Make the Switch,” commented Dan Thomson, managing director of JUUL Labs UK.

JUUL said the advertising sites will be situated at least 200m from schools, though the legal guidance is 100m, and the campaign will be switched off in large digital sites at key times of the day to restrict potential visibility to youth.

Launched in the UK last year, JUUL is now stocked in a wide number of leading specialist vape stores across the nation, as well as widely available in convenience and selected multiple grocers.

“We believe that this is the right time to launch our first nationwide campaign to reach adult smokers in key smoking hot spots and at the same time ensure that our products do not appeal to youth or non-nicotine users,” Thomson added.