Juul’s ‘switch’ campaign for smokers scrutinized

The young models and the candy-colored graphics that helped propel Juul to the top of the e-cigarette market are gone. In their place are people like Carolyn, a 54year-old former smoker featured in new TV commercials touting Juul as an alternative for middle-aged smokers.

“I don’t think anyone including myself thought that I could make the switch,” Carolyn says, sitting in a suburban living room as piano music quietly plays in the background.

The tagline: “Make the switch.” Under intense scrutiny amid a wave of underage vaping, Juul is pushing into television with a multimillion-dollar campaign rebranding itself as a stop-smoking aid for adults trying to kick cigarettes. But the strategy is raising concerns from antismoking experts and activists who say the company is making unproven claims for its product.