Say you were a villainized e-cigarette startup, with a $13 billion cash investment from the tobacco giant that owns Marlboro, and blamed for kicking off a vaping epidemic among teens. You’d lay low, right? Maybe play nice with the FDA. Log off Instagram. Throw a few coins at a youth prevention campaign. Juul, however, is opting for a more aggressive route. Juul Tuesday confirmed that it plans a national TV ad campaign, featuring ex-smokers who used Juul to help them quit traditional cigarettes.

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