When we met the owners of what now is JUUL, back in 2012, they were a start up San Francisco based tech company producing some of the world's first smokeless vapourisers.

Today they are one of the world's biggest in what has been a rapidly evolving sector.

01 Start up

14 Locations

130 Vox pops

JUUL started with a product the public knew very little about and that came with a certain scepticism. But as a safe alternative to smoking it had exciting potential.

We carried out street level video based research in 9 territories ranging from Korea to Russia to establish the predominant tone of voice, expression and wording people used to explain what they thought of the initial product.

We then used this insight and worked collaboratively with the client to build a range of content, telling their brand story in a tailored way for specific international audiences.