When I started at JUUL, there were no copywriters – and even worse – no guidelines. One of my first initiatives was to figure out JUUL’s writing persona and how we speak to people.

After learning from employees with the most historical knowledge, lots of legal check-ins, and multiple iterations informed by all the key stakeholders – this was the living document I created. As the team grew and I was able to hire more copywriters, we did team explorations on how to bring this voice to life and made adjustments to restrictions as the industry continued to shift.

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