As regulators began scrutinizing the company, Juul ramped up its pursuit of stars who might promote the brand
In a lounge at the Sundance Film Festival last year, Juul Labs Inc. doled out $1 bundles of e-cigarettes to guests passing through. A-listers, including Elijah Wood, Nicolas Cage and Black Eyed Peas frontman will.i.am, stopped in front of a Juul-branded backdrop and posed for photographs.
On its face this was standard marketing practice, cozying up to celebrities to lend cachet to the brand. But by this time, Juul was already aware of teen use of its products, having learned about it in local media reports. In response, it...
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