once a teenager becomes haakon nicotine it's exceedingly difficult to quit. many are stuck with a lifelong addiction juul. from the beginning juul, fetanyl mission of improving the lives of one billion smokers. antead they have spurred epidemic of nicotine addiction amongst youth. farhow did juul stray so from its stated mission? as a majority of smokers in america are ages 30 to 60, they should have designed their advertising to connect to a middle age audience. over the first year -- can we have the slides please, garrett? ok. over the first year after juul launched in 2015, it held at 50 highlyries of stylized parties with youth-oriented entertainment and six -- in cities across america. thousands were given free juul by attractive young girls come often. their initial campaign called vaporize was designed by an advertising agency whose goal it was to create a cult like following and they succeeded beyond their wildest dreams. they featured models in their 20's into trendy poses and exhibiting behaviors more typical of underage teens than mature adults. ad