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JUUL Case Study: A purpose-driven organization killed by its own brand
October 2, 2020
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Can a purpose-led brand have a ‘bad’ brand? Yes, it can. This is how alternative-tobacco-deliver brand JUUL proves that.
There is a need to help the 35 million adult smokers. It’s a real and difficult problem in the world. The audience, like with all other products in the world, still need to recieve branding communication and messaging, but we cannot risk the health of young people in the process. In the case of JUUL, they built a brand that did one and ignored the other.
So how do you build a brand that does one thing and not the other, while keeping the eye on the prize?
The ultimate tragedy in the tortured story of JUUL is this:
“Wow! They succeeded where every predecessor had failed. They had succeeded with technology, that more efficiently delivered nicotine to the lungs, without having to burn tobacco leaves and inhale tobacco smoke. The tragedy isn’t the product that they built. The tragedy is that they then engaged in advertising, marketing and promotion, coupled with a product that did a better job of delivering an addictive drug that appealed to kids. Whether they intended it or not. By doing that, they blew up all the progress that was being made. That is the ultimate tragedy.”
JUUL will always go down as the case study of when a company moves fast, it breaks things and cannot recover as a result. The bull in the tea cup shop.
The mission was corrupted by an incredible ignorance in brand building and possibly the resulting astronomical potential for wealth. It was greed. Pure un-adulterated greed.
In the Netflix documentary, Big Vape: The Rise and Fall of JUUL we see how the rise and fall of the brand could be attributed to one simple but overwhelmingly reckless phrase, “Fuck it. Ship it.”
This may work well if we’re talking about an iPhone or a toaster. But it’s not appropriate when we’re talking about chemicals going into people’s lungs.
They say they couldn’t have anticipated the youth uptake of vaping. But they should have. It was their job to anticipate it. And their brand strategy led them straight into the hands of their target audience. It was built for young people, so it’s stupid to feign surprise at the uptake they had with young people.
“Your brand is not what you sell.”
Jon Iwata, SVP of Marketing & Communications at IBM.
The quote “Your brand is not what you sell” by Jon Iwata encapsulates a fundamental truth about branding that is profoundly relevant to the JUUL case study. While JUUL initially marketed itself as a solution for adult smokers seeking a less harmful alternative to traditional cigarettes, the brand’s identity and perception extended far beyond what the product it offered.
Brand Purpose vs. Brand Perception
Initially, JUUL’s brand purpose was to “eliminate the combustible cigarette,” targeting adult smokers and emphasizing a commitment to public health. However, as the brand gained popularity, particularly among younger audiences, the perception shifted. JUUL became synonymous with youth culture and rebellion, rather than the responsible alternative it intended to be. This disconnect between what JUUL sold (e-cigarettes as a smoking alternative) and how it was perceived by the public (a gateway product for minors) highlights the essence of Iwata’s thoughts.
The Role of Brand & Marketing Strategies We Should Never Forget
JUUL’s marketing strategies, characterized by colorful packaging, enticing flavors, and advertisements on youth-oriented platforms, reinforced this misalignment. Instead of solely being viewed as a tool for adult smokers, JUUL’s branding inadvertently appealed to minors, creating a narrative that overshadowed its original mission. The brand’s identity was shaped not only by its products but by how it engaged with its audience, leading to significant backlash and irreconcilable reputational damage
The Rise of JUUL
JUUL Labs, was founded in 2015 by James Monsees and Adam Bowen, to revolutionize the nicotine delivery market by providing a less harmful alternative to traditional cigarettes. While the brand’s initial market positioning was as a solution for adult smokers looking to transition away from combustible cigarettes, it soon became embroiled in controversy due to its marketing practices and the unintended consequences of appealing to underage users.
This case study explores JUUL’s initial brand purpose, mission, vision, values, and goals, critiques its brand identity, marketing strategies, and the subsequent fallout from its branding decisions.
Brand Purpose
JUUL’s purpose was to improve public health by offering adult smokers a less harmful way to consume nicotine. This overarching goal aimed to align with societal needs to reduce smoking-related health risks, thereby fostering a healthier population.
Mission Statement
A strong mission statement articulates a company’s core intentions and the impact it seeks to make. JUUL’s mission was to “eliminate the combustible cigarette.” This mission was initially compelling, reflecting a clear commitment to providing a viable alternative to smoking. A well-constructed mission serves as a compass for decision-making and guides the brand’s strategic direction, and for all intents and purposes, JUUL had that.
Vision
JUUL envisioned a future where smoking rates would dramatically decline, particularly among adults. The brand sought to position itself as a leader in the nicotine alternative market, promoting a healthier lifestyle while still catering to nicotine users. A strong vision guides a brand’s long-term objectives and communicates its aspirations to stakeholders, and again, JUUL seemed to get that right.
Brand Values
Brand values are the principles that shape a company’s culture and behavior. JUUL initially emphasized values such as:
- Innovation: JUUL aimed to disrupt the tobacco industry with its technologically advanced product.
- Responsibility: The brand sought to position itself as a safe alternative for adult smokers, although this claim became contentious.
- Consumer Focus: JUUL was dedicated to understanding the needs of adult smokers and aligning its product development accordingly.
These values were integral to JUUL’s identity, fostering connections with consumers who shared similar beliefs.
The Founders’ Changemaking Trajectory
The brand core was clear and compelling. There was a useful need for change among nicotine users, which the Founders wanted to tackle. Monsees and Bowen aimed to address the growing health concerns surrounding tobacco use. Their journey reflected a commitment to innovation and consumer needs. By developing a sleek, user-friendly product, they intended to attract smokers looking for alternatives and in their own words and from life experiences, eventually quit smoking altogether. This changemaking trajectory resonated with the increasing demand for safer nicotine delivery methods.
So what went so wrong with JUUL?
Verbal Identity
JUUL’s verbal identity included its mission, vision, and brand voice. Initially, messaging centered around the benefits of switching to a less harmful alternative, positioning JUUL as sophisticated and adult-oriented. However, the language often lacked clarity regarding the associated health risks, failing to provide adequate context for consumers.
Visual Identity and Design Decisions
JUUL’s visual identity was characterized by a minimalist design, sleek product aesthetics, and vibrant packaging.
Product Design: The JUUL device resembled a USB flash drive, making it discreet and portable. This design choice was attractive to younger users, enabling easy concealment and misrepresentation as a tech gadget rather than a nicotine product.
Packaging and Flavoring: JUUL’s colorful packaging and enticing flavors, such as mango and crème brulée, were particularly appealing to a younger demographic. Research has shown that flavored products attract underage users, making this decision problematic for a brand purporting to cater to adult smokers.
Advertising Channels: JUUL placed advertisements on platforms frequented by young audiences, including social media and educational websites. The use of youthful imagery and influencers blurred the lines, suggesting an intentional appeal to minors.
The Inevitable Consequences of Their Branding Decisions
As a result of these branding decisions, JUUL faced significant backlash and regulatory scrutiny. Reports indicated rising youth vaping rates, leading to lawsuits from multiple states, including Massachusetts. The company’s reputation suffered as evidence mounted regarding its role in the youth vaping epidemic, contradicting its mission of promoting a healthier alternative for adults.
Misalignment of Messaging and Audience
JUUL aimed to present itself as a responsible alternative for adult smokers, but its marketing inadvertently attracted minors. This misalignment highlighted a fundamental flaw in JUUL’s approach.
Ignoring Ethical Standards
JUUL’s failure to adhere to ethical marketing standards, including avoiding youth-targeted campaigns and misleading claims, ultimately led to its downfall. The brand’s short-term success was overshadowed by long-term consequences, including public health implications and damage to its credibility.
Lack of Responsible Advertising
JUUL’s advertising strategies did not reflect its stated values of responsibility and consumer protection. The absence of robust age verification processes and reliance on marketing channels appealing to younger audiences further exacerbated the situation.
Lessons for Brand Professionals
Importance of Brand Mission and Values
A good brand mission clearly articulates the brand’s purpose and its intended impact on society. For example, a mission that emphasizes health improvement must align with actions and marketing strategies. Brand values help to create a connection with consumers, guiding ethical decision-making and fostering trust.
The Role of Brand Identity
A brand’s identity encompasses its verbal and visual components, influencing consumer perceptions. JUUL’s failure to maintain a consistent and responsible brand identity led to significant backlash. Strong visual and verbal identities must authentically reflect core values and resonate with intended audiences, avoiding unintentional appeals to vulnerable populations.
The Consequences of Ignoring Ethical Branding
Ignoring ethical considerations in branding and marketing can lead to significant social, legal, and reputational consequences. JUUL’s experience demonstrates how neglecting these principles can undermine a brand’s core mission and erode consumer trust.
Conclusion
JUUL’s case presents a cautionary tale for brand professionals and custodians. Although the brand initially appeared to resonate with its core purpose and mission, its marketing strategies ultimately failed to align with ethical principles, leading to significant negative repercussions. This case study underscores the importance of ensuring that a brand’s identity, including its verbal and visual components, authentically reflects its values and mission.
A strong brand should prioritize transparency, responsibility, and ethical practices in its marketing efforts. By aligning core values with branding and marketing strategies, brands can foster consumer trust and contribute positively to societal well-being. JUUL’s journey illustrates the potential consequences of neglecting these critical aspects, serving as a learning example for future branding endeavors.
Disclaimer:
This case study aims to provide a comprehensive analysis of JUUL’s branding journey, for educational purposes. It emphasizing the critical need for alignment between brand identity and ethical marketing practices. It serves as a guide for brand professionals to understand the implications of their strategies and the importance of social responsibility in branding. The copyright and ownership of all images and graphics used in this case study lie and belong solely with JUUL, its partners and creative affiliates.
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Brand Accountability, Branding Mistakes, JUUL Case Study, Purpose-Driven branding