How Juul made nicotine go viral

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  • Published on:  Friday, August 10, 2018
  • Juul tried to design a solution to a public health problem. It wound up creating another one.

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    Since the first patent in 1930, electronic cigarettes have taken many shapes. At first they mimicked the packaging and physicality of cigarettes, with a cylindrical shape and light-up tip. Then they trended toward boxier designs, with low nicotine levels and high amounts of vapor.

    The Juul did things differently: it packed a high-nicotine, low vapor hit in a small, USB drive-shaped package, with a colorful range of flavors and a buttonless, intuitive design. It wasn't just a hot new e-cigarette — it was a hot new tech gadget. Now, middle schools and high schools across the US are nervous about how many kids are getting hooked on Juuls.

    By Design is a Vox video series about the intersection of design and technology. We’re investigating how human decisions on one end of creating something affect people on the other. Watch here: is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out

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  • Vox  (Aug 10, 2018)

    Design shapes trends in ways that are almost invisible to us, unless you look closely. That's what we're doing with By Design, a new Vox series produced by Christophe Haubursin. Check it out:

  • Plush Plush  (Nov 22, 2018)

    Maybe JUUL should have pods that have 99.99% water and 00.10% water.


  • F J  (Aug 10, 2018)

    Literally everyone in my HIGH SCHOOL has a juul (remember you have to be 18+ to use it). It's so discrete that we've seen kids do it in class without teachers noticing. There are so many people who don't even realize that it contains nicotine. With the "crazy cool" flavors, everyone thinks it's fun. It's actually really sad.

  • Tea Tea  (Feb 12, 2019)

    You choose to buy falvors with nicotine or without

  • CntyMcFckr  (Feb 5, 2019)


  • Tatum Condon  (Aug 11, 2018)

    One of my favorite YouTubers, Cody Ko, uses a Juul. And... I didn't even know they had nicotine lol I can only imagine that being a case for a lot of kids who see it being trendy and want to get in on it before they even know they might be getting into a life of adddiction...

  • Nabila N  (Feb 7, 2019)

    This Nic level is over 9000!!

  • The 1992 Dream Team  (Jan 7, 2019)

    Girl u jus dumb asl smh

  • Callie Masters  (Aug 11, 2018)

    So sad to keep developing technology to harm ourselves and become addicts.

  • TheCrazyhumans  (Feb 11, 2019)

    As a former cigarette smoker the juul has helped me quit.

  • Lukas Tran  (Feb 9, 2019)

    Yeah yeah go light a cigarette

  • Patrick Fuchs  (Aug 13, 2018)

    They put toilets in the juul room at my school

  • Gdog 04  (5 days ago)


  • Talia C  (Feb 7, 2019)

    Same broI’m the only one who uses the toilets though.

  • beep boop  (Aug 10, 2018)

    I can guarantee that this video is gonna be shown in a school classroom 20 years from now

  • Literally Felicity  (Feb 7, 2019)

    don't wanna hurt that sweet 666 likes m'satan

  • Cosf 2008  (Nov 19, 2018)

    I saw this in wellness class today, I'm in 7th grade.

  • Akram Safirul  (Aug 10, 2018)

    *Smokes real cigarettes and get cancer like a man*

  • J D B  (Sep 20, 2018)

    K M All trends come back around

  • ryan jex  (Sep 12, 2018)


  • MC BIG  (Aug 21, 2018)

    Yeah, I JUULJ ReturnU My LibraryU Books onL Time

  • Emily Thompson  (Feb 5, 2019)

    +it's fatato not fat potato r/sooriginal

  • +Emily Thompson woooooooooooooosh

  • Hottest Tracks  (Aug 16, 2018)


  • PORTĀMUS  (Jan 24, 2019)

    +Ulfhednar Vapes thank you

  • Ulfhednar Vapes  (Jan 24, 2019)

    +PORTĀMUS, yeah sure weirdo bot.

  • Dev1lm4n  (Aug 11, 2018)

    Just make Hillary Clinton smoke them, then they won't be cool anymore

  • Daisy Thralow  (Feb 10, 2019)

    More like trump