After launching as a new brand in 2015, JUUL products quickly became a part of the “cool” image amongst the teenage crowd. On July 30, 2018, The Washington Post published an article quoting attorney Esfand Nafisi regarding a nationwide class action lawsuit he was preparing against JUUL Labs. This case discusses the marketing strategy of the JUUL product that has directly affected a nationwide teenage use and addiction epidemic. Case #19-09 (12 pp.)