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  • If you don't look carefully

    如果你不仔細觀看

  • 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

If you don't look carefully

如果你不仔細觀看

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電子菸對減少吸菸人口真的有幫助嗎? (How Juul made nicotine go viral)

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    kiki 發佈於 2018 年 09 月 21 日
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