Where did it all go so wrong for Juul?

Producer / Director Jean Pappas
Reporter / Producer Sheila kaplan
Journalist Julie creswell

Watch Friday, September 17 at 10 p.m. on FX, and stream it on Hulu.

Adam Bowen and James Monsees, by their own admission, set out to improve the lives of a billion people by quitting smoking.

But somewhere in the way from fledgling startup to Silicon Valley juggernaut, their company, Juul, tragically derailed. Instead of upsetting Big Tobacco and hastening the end of smoking, Juul’s flavored e-cigarettes have become a popular ramp for a new generation of nicotine addicts.

Attracted by the candy flavors and dynamic marketing, teens like Jackie Franklin discovered that Juul contained an undeniable surge of nicotine, which she craved more and more. After becoming addicted in high school, she vaped up to three Juul capsules per day.

Now Franklin can’t pedal his bike without stopping, breathlessly, to take a puff of an inhaler because what doctors are telling him is probably vaping-induced asthma.

“My lungs literally feel like they’re getting crispy,” she said. “I can’t explain it – it hurts so much.”

In “Move Fast and Vape Things,” a new New York Times documentary on FX and Hulu, you’ll hear from public health experts, including Scott Gottlieb, the former head of the Food and Drug Administration, who accuses Juul of having caused a vaping crisis among young people. And some of the advertising and marketing executives who helped make e-cigarettes so appealing to young customers like Franklin now say the ambivalence they once felt has turned into real regret.

“Your first instinct is to say, ‘Wow, that was successful. People use it, ”said Erica Halverson, former marketing manager for Juul. “On the other instinct, it’s like, ‘Oh shit, the wrong people are using it.'”

Watch how a company founded with the intention of loosening Big Tobacco’s grip on smokers began to follow in the footsteps of cigarette manufacturers, leading to a health crisis that trapped millions of American teenagers.

The New York Times Presents airs Friday, September 17 on FX and airs on Hulu.


Supervising producer Liz Day
Producer Timothy Moran
Co-producer Shame salwa
Senior Producer Rachel Abrams
Director of Photography Jaron berman
Video editor Marlon Singleton


“The New York Times Presents” is a documentary series depicting the New York Times’ unprecedented journalism and insight, bringing viewers closer to essential stories of our time.

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