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"The dramatic spikes in youth e-cigarette use back in 2017 and 2018, primarily driven by JUUL, showed us how quickly e-cigarette sales and use patterns can change," said Deirdre Lawrence Kittner, director of the CDC's Office on Smoking and Health

Unlike lesser known brands that may need to explain their story or convince consumers to try their brand, iconic brands like Coca-Cola, or popular cigarette brands, can simply use advertising to remind consumers to buy their product

Journal of the American Association of Nurse Practitioners

[24] argued that fear arousing campaigns are effective in raising awareness to the danger while they are not suggesting ways for dealing with the threats