E1 - The Spark

Aired: October 11, 2023

Two Stanford graduates set out to disrupt the tobacco industry by creating a sleek new product for adult smokers but run into a series of struggles.

E2 - First Impressions

Aired: October 11, 2023

Upon launch, Juul rolls out an edgy campaign targeting youth culture until the popular ads come under criticism and spur new regulations from the FDA.

E3 - Where's My Juul?

Aired: October 11, 2023

Viral social media videos and word-of-mouth send Juul and its flavor pods flying off shelves — and into the hands of kids, causing nationwide outrage.

E4 - Overnight Billionaires

Aired: October 11, 2023

A landmark deal makes billionaires of Juul's founders but leaves other employees torn. A health crisis linked to vaping jeopardizes the company's future.