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Juuls stated mission is improving the lives of the one billion adult smokers. Created by two former smokers and Stanford design graduates (one of whom also worked as a design engineer at Apple), the duo wanted to make a device that looked sleek and attractive: When they could find no attractive alternative to cigarettes, [James Monsees and Adam Bowen] recognized a groundbreaking opportunity to apply industrial design to the smoking industry, which had not materially evolved in over one hundred years

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Our current advertising features testimonials from former adult smokers who made the switch off combustible tobacco with the JUUL device, and we are ensuring that this campaign is targeted at adult smokers age 35 and up. Indeed, when concern about youth Juuling started to grow in 2018, and the media along with the FDA took notice, Juuls marketing shifted yet again, the white paper finds