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Celebrities such as Awkwafina (using her legal name, Nora) promoted the product through testimonial videos.26 The companys efforts paid off: as of April 2018, the overwhelming majority of JUUL Twitter followers 80% were aged 13-20.27 Other companies engaged in similar tactics: PMI was recently forced to discontinue its social media campaign when journalists discovered its use of young adults, including a 21-year-old influencer, in its advertisements for heat-not-burn products.28 Reynolds American recently began promoting its Vuse e-cigarette on Instagram and Facebook after more than a year of losing market share to JUUL
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Its famous rugged positioning created one of the most recognisable brand personalities globally
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