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JUUL
Make the switch
The Problem
When I began at JUUL Labs it was with the intent to move the company away from previous work done as an early startup.
We needed to connect to adult smokers in a realistic, mature and responsible way, bring cohesion to the brand, as well as stand out in consumer's minds.
The solution
By creating an emotional connection to real life smokers JUUL advanced the conversation and was able to mature the brand and connect to adult smokers.
"Make the Switch" was a tight, conversational call to action that gave consumers the suggestion they needed so that they would consider JUUL when purchasing cigarettes.
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