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It delivers a light and refined tobacco experience with a gentle aromatic touch, creating a cigarette that feels clean, soft, and consistent

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(This is an old refrain within the tobacco industry, which famously advertised using kid-friendly cartoon mascots and teen-inspired taglines throughout much of the previous century.) Researchers at Stanford University have chronicled how the brand's early, heavy presence on Instagram (among other social media platforms) helped create online communities of "Juulers" who post videos of vapor-related stunts in an effort to go viral

Flavored Tobacco Product Use Among US Youth Aged 12-17 Years, 2013-2014

Data from 12 European countries in the TackSHS survey (20172018)." Journal of epidemiology 31.2 (2021): 145151