Objective:

Inform JUUL users about the new online program, JUUL Pass. Secondary objective was to consolidate essential use information onto one small card.

Outcome:

In the first month of the JUUL Pass program, there were 30K+ new online account members.

Objective:

Inform JUUL users that there is a new limited edition ruby JUUL Device.

Outcome:

This ad was adapted to online pop-ups and a brief release email. The device sold out online in two days.

Objective:

For this release, JUUL users were already aware of limited edition colors. The goal here was more to encourage delight and the personalization that comes with a unique device.

Outcome:

This ad was adapted to online pop-ups and a brief release email. The device sold out online in one week.