In 2018, Juul was a $38 billion company with an ambitious mission: To give the world’s 1 billion cigarette smokers a better, healthier alternative.
But just five years later, Juul’s value had plummeted 95% below its peak, and its mission statement now had an extra sentence: to “combat underage usage of [their] products”. Because despite Juul’s good intentions, they got millions of underage kids addicted, and created a whole new generation of smokers.
This is the story of two young entrepreneurs who set out to destroy Big Tobacco - but who ultimately ended up becoming Big Tobacco.
So get ready, because the rise and fall of Juul is going to be a wild ride.
00:00 - Juul: A Villain Origin Story (Intro)
01:42 - Chapter 1: The Idea
03:48 - Chapter 2: Ploom
06:01 - Chapter 3: The Perfect Product
09:14 - Chapter 4: Going Viral
17:08 - Chapter 5: Big Tobacco
21:44 - Chapter 6: Crisis