When I started at JUUL, there were no copywriters – and even worse – no guidelines. One of my first initiatives was to figure out who JUUL is and how we speak to people. Our marketing collateral was going out with all sorts of different messaging, and the inconsistency was staggering. Headlines were in whatever format the designers decided upon (usually all caps or random capitalization/punctuation), and some of the messaging was outdated to the point of being legally (and morally) dangerous.

After 300 meetings with different stakeholders, people with the most historical knowledge of the brand, and the legal team, this was what I created. As the team grew and I was able to hire on more copywriters, we did team explorations on how to bring this voice to life and made adjustments to restrictions as the industry went through a major shift.

NOTE: This information is private property of JUUL Labs. Please do not capture or share any of this.