How to pronounce Juul in English

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- [Narrator] Juul Labs was once

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- [Narrator] juul Labs was once

Opened an investigation into juul

- juul responded by voluntarily pulling

They gave juul packages to celebrities

Not to e-cigarettes like juul,

juul continued to shrink its workforce

- [Narrator] juul is fighting for its life,

In 2015, juul introduced a new vaporizer.

We founded juul Labs to invent one.

That year, juul sold 2.2 million devices.

That even though the models juul used

Sued juul for deceptive marketing of its products.

Said juul is now worth less than $5 billion.

By the end of 2018, juul Labs had captured

But 2018 was also the year juul found itself

And juul took a series of steps that year

After making the nearly $13 billion investment in juul,

In September 2019, juul CEO Kevin Burns stepped down.

And the tsunami of bad news for juul continued.

- juul basically took a page from big tobacco's playbook

For the marketing methods juul employed before he arrived.

juul has a lot of potential in the longterm.

Kids weren't getting access to juul and other e-cigarettes.

juul also suspended its social media marketing in the US.

But at the same time, juul presented an incredible risk.

But that juul needs to prove it can be trusted.

So that helped propel its growth and juul also marketed it.

And Altria wrote down the value of its stake in juul

The CEO said juul is now focused on its founding principle,