though, you might miss what it's advertising.

你可能會錯過這則廣告想呈現的行銷手法

It's this little thing and

就是這一個小東西

it's called:

被稱為

Juul, Juul, Juul

Juul、Juul、Juul

looks more like a flash drive or computer device but it is

看起來像隨身碟或是電腦設備，但它其實是

really another kind of e-cigarette.

另一種電子煙產品

Since it launched in 2015

美國電子煙公司 Juul 在 2015 年推出產品

Juul has taken over about 70% of the e-cigarette retail market share. It's now

便在電子煙零售市場佔有超過 70% 的市佔率

worth about 16 billion dollars. And that success is often attributed to its sleek

目前該公司市值約莫一千六百萬美元，這產品成功之處歸功於

design, but the same features that make Juul a well-engineered product also

它精巧的設計感，而這設計感不僅讓 Juul 變成科技產品

make it attractive to young people, many of whom have never smoked before and

更讓它受到年輕人的青睞，尤其是之前沒在吸菸的人

that has people worried because devices like Juul might be designed to help

這樣的現象讓人們擔憂，因為像 Juul 這樣的產品起初設計是為了幫助

smokers get off cigarettes, but they're also addicting a new generation to

菸癮者戒菸，但卻讓新的消費族群

nicotine.

對尼古丁上癮

So what makes this one e-cigarette so different from the rest?

是什麼原因讓這個電子煙這麼特別？

Answering that question starts with what you see on the outside. Juul is an

要回答這個問題必須先從該產品的外觀說起。Juul 雖然是電子煙

e-cigarette, but it really doesn't look like one. It looks like a tech product

但它看起來不像，它看起來比較像科技產品

and it's tiny. That allows smokers to get a nicotine fix without having to worry

而且外型小巧，這樣的設計讓菸癮者可以慢慢戒掉尼古丁

about social stigma, but also allows young users to consume nicotine

卻無須擔心社會觀感不佳的問題，但卻也讓抽取尼古丁的青少年消費者

inconspicuously without having to worry about who sees them.

可以不用擔心他們抽煙時會被誰發現

Going to school

去學校上課

having this in your pocket is a lot better than having like something this

把這種電子煙放在你的口袋，絕對比拿著一個尺寸這麼大

big, that looks kind of like a lightsaber, you know? You could kind of Juul

看起來像菸火槍要好太多了！你可以隨時隨地

anywhere in discreteness.

抽著 Juul 電子煙

That discreteness is a big shift for

可以隨時隨地抽煙的方便性對於電子煙

e-cigarettes. Since the first patent in 1930 designs haven't been very subtle.

是一大突破，畢竟 1930 年第一次開發的產品設計不夠精緻小巧

The first generation of e-cigarettes mimicked the shape size and colors of

第一代電子煙的尺寸顏色仍舊仿效

traditional cigarettes, sometimes even with a fake light-up tip. The second and

傳統香菸，有些甚至在煙頭處裝有人工模擬燈。第二代到第三代產品

third generations focused on larger and more customizable devices, with longer

則是轉向注重大尺寸且客製化的設計，並且提升

battery life and big plumes of vapor.

電池續航力和大型煙管

Then came the Juul, a stripped-down

然後 Juul 電子煙出現，一個精簡

version with no buttons, no big plumes of vapor, and no complex refilling or

且沒有按鈕的產品，既沒有大煙管，也沒有結構複雜的填充匣

recharging and it comes in a variety of bright colors that set it apart from

更不需要充電，重點是它有許多亮彩顏色，種種特色使它

other e-cigarettes. Which made it look like a tech product that young people

不同於其他電子煙。這樣的設計看起來就像年輕人

were already familiar with.

早已熟悉的科技產品

That is why people called Juul the "iPhone of e-cigs."

這也是大家稱 Juul 電子煙為「電子煙界的 iPhone」

And that similarity makes sense. Juul's founders met at Stanford design

會有這樣的相同點是有原因的，Juul 電子煙的創辦人以前一起在史丹佛大學設計學院

school and one worked as a design engineer at Apple.

讀書，而其中一位曾是 Apple 的設計工程師

They created the first e-cigarette that looked more like a cool

他們創造第一代電子煙，並將外觀設計成一個酷炫

gadget and less like a drug delivery device.

科技產品，而不是藥劑產品

This wasn't smoking or vaping, it

既不是抽菸也不是 vaping (形容抽電子煙的行為)，它就是

was Juuling.

Juuling (形容很酷炫的吸煙舉動)

Yeah like how grandma's have iPhones now, it's kind of like normal.

就好比現在銀髮族都拿 iPhone 一樣，Juul 電子煙非常普及

Kids have Juuls now, because it looks so modern. We kind of trust modern

小孩都拿 Juul 電子煙，因為看起來超現代感，我們總是比較相信

stuff a little bit more, so we're like we can use it we're not gonna have any

現代科技產物，所以我們總覺得我們可以使用它，卻不會有

trouble with it, because you can trust it.

任何麻煩產生，就因為你可以相信它

The tech aspect definitely helps

科技在幫助人們

people get introduced to it and then once they're introduced to it

引入某項產品有絕對優勢，當產品引介到人們面前

they're staying, because they're conditioned to like all these different

人們就會成為永久客戶，因為人們就是喜歡別樹一格的產品

products and then this is another product and it's just another product

然後就一個產品接著另一個產品

until you're addicted to nicotine.

直到你已經對尼古丁無法自拔

And that is where it gets tricky. A 2017

這也是弔詭的地方。一項 2017 年研究

study found that 25% of 15-24 year-olds recognize the Juul in a photo,

發現 15 至 24 歲年齡的受訪者知道圖片中的產品是 Juul 電子煙

but the majority of them didn't know that it always contains nicotine. It's

但多數受訪者並不知道 Juul 電子煙也含有尼古丁

easy to trace that information gap. You just have to look at the ads. When you

其實受訪者的資訊落差是可以找出原因的，你只要認真地看廣告就好

look at Juul's marketing today you find video testimonials from adult ex-smokers.

當你觀察 Juul 現在的行銷廣告，你會發現廣告裡都是戒菸的成年人進行實驗測試

My name is Lauren. My name is Brandy. My name is Carolyn.

- 我的名字是 Lauren - 我的名字是 Brandy - 我的名字是 Carolyn

My name is Iman, I'm 38. But when Juul first launched, their marketing looked a

我的名字是 Iman，我目前38歲。但是當 Juul 電子煙第一次發表時，公司的行銷手法

lot different.

非常不同

When you put those ads alongside old cigarette ads, the

當你比較這些廣告和早期傳統香菸廣告，你會發現

similarities are pretty striking.

兩者相似程度非常驚人

Both marketed relaxation, sharing, travel,

兩者都是傳達放鬆、與人分享、旅行

freedom, and sex appeal.

自由以及性訴求的行銷手法

It's now illegal for cigarette brands to use these kinds

現在政府禁止香菸品牌使用這些廣告意象

of suggestive advertising themes,

作為行銷手法

but for e-cigarette manufacturers

但是對於電子煙製造廠商

who had products on the market

他們的煙產品在市面販售

before 2016, those strategies are still unregulated. That's why a brand like

這些行銷手法在 2016 年之前仍未被規範，這也是為何 Kandypens 這類品牌

Kandypens can be promoted in DJ Khaled music videos, just like tobacco

可以在 DJ Khaled 音樂錄影帶中播送，就好像香菸公司

corporations used to pay stars to smoke their cigarettes on screen.

以前時常付費給明星，請他們在電視上吸自家廠商的香菸牌子

But compared

但相較於香菸

to cigarettes, Juuls are a lot easier to start using. Typical e-cigarettes have

Juul 電子煙對於入門者更容易上手。一般而言，電子煙

between six and thirty milligrams of nicotine per milliliter of vape liquid.

每1 毫升煙油中有 3 到 60 毫克的尼古丁含量

One Juul pod packs in 59 milligrams. That's three times the nicotine levels

一支 Juul 卻有 59 毫克的尼古丁含量，這可是歐盟規定尼古丁含量最高限制

permitted in the European Union, which is why Juul isn't sold there. But here in

的三倍之多，也因此 Juul 不在歐盟國家販售。但在美國

the US, e-cigarettes don't have the same restrictions even though we know

電子煙的規範並沒有歐盟嚴格，即使我們知道

that nicotine dependency can prime developing brains for future substance

對尼古丁的重度依賴將對仍未發育完整的腦部造成影響，導致未來患有

abuse disorders.

「物質濫用」疾病

The company says that Juul's nicotine content is about as much

廠商表示 Juul 的尼古丁含量約等同於

as a pack of cigarettes, though tobacco experts say it's likely more than that.

一包香菸的含量，然而專家則表示 Juul 的尼古丁含量應該超出一包香菸的含量

And Juuls have a patented system for delivering that nicotine. Most e-cigarettes

Juul 對於萃取尼古丁含量有獨特機制，該機制已取得專利。大多數電子煙

use a potent version of nicotine called freebase that gives users a strong hit,

使用游離鹼加重尼古丁的劑量，使用者吸取時會湧上強烈感受

but Juuls vaporize a liquid made from nicotine salts.

但是 Juul 透過水蒸發的方式，萃取尼古丁鹽

Those salts allow

尼古丁鹽讓

nicotine to be absorbed into the body at about the same speed as regular

身體吸收尼古丁的速度跟一般香菸的速度

cigarettes, much faster than most e-cigarettes.

一樣快，甚至比多數的電子煙還快

But unlike freebase nicotine

但跟游離鹼不同的地方在於

which can be irritating, nicotine salt goes down smoothly.

尼古丁鹽排出體外的速度非常緩慢，你可能覺得這樣很惱人

So Juul packs a

因此，Juul 其實含有

bigger nicotine dose into a much more pleasant hit than most devices on the

更多劑量的尼古丁，能帶給人更愉悅的享受，這點贏過多數市面上的

market and that has public health officials worried because the US

電子煙品牌，卻也讓政府衛生部門感到憂心，原因在於美國

almost beat nicotine addiction among kids.

多數青少年都有尼古丁成癮現象

As cigarette smoking among those

當傳統香菸的使用比例在

under 18 has fallen, the use of other nicotine products and especially e-cigarettes

18 歲以下青少年族群下滑，其他尼古丁產品的使用人數，尤其是電子煙產品占比

has taken a drastic leap.

反而大幅上漲

In April, the FDA demanded that Juul submit

美國食品藥物管理局在今年四月要求 Juul 提交

documents on its marketing and research.

市場研究調查報告

A group of senators sent a letter asking

部分參議員共同致信給 Juul

Juul to stop using flavors and designs that appeal to children and there are now

要求它停止使用時尚設計及多種口味來誘引青少年購買，而且目前共有

three lawsuits alleging that Juul contains too much nicotine.

三件訴訟案指控 Juul 的尼古丁超量

In response,

Juul 廠商的答覆是

to the concerns the makers of Juul have pledged thirty million dollars to

他們承諾將耗資 3 千萬美元

combat underage use.

用來防範未成年使用者的因應措施

Merchandise and marketing materials now have big warning

現在上架的商品與廣告內容都有明顯的警告標語

labels on them and the company is developing lower nicotine pods. The

廠商也正在研發如何降低產品的尼古丁含量

trouble is there's still a lot we don't know about the long-term health impacts

現在的問題是我們至今仍不清楚電子煙對於身體健康

of e-cigarettes.

是否有長期的負面影響

Juul, like other e-cigarettes might have set out to

如同其他電子煙品牌，Juul 或許必須先著手找出

design a solution to a public health problem, but in a lot of ways their

解決公眾健康的方案，但就很多面向而言

product has created a new one.

他們的產品只是製造新的問題