In 2014, virtually no one knew what a Juul was. Today, Juul has become a verb and the company has more than 70% market share of the e-cigarette market. They also have a problem. While they insist it was never their intention, Juul has exploded in popularity among minors, particularly with high school students. In fact, in a study conducted by the National Institute of Health, 16.2% of 12th graders, 14% of 10th graders, and 9.5% of 8th graders reported “juuling” in the last month. How did it happen? While there are many factors that may have contributed to Juul’s success with minors, when you look at some of their initial marketing, it’s hard to imagine it didn’t contribute.