Juul is launching its first UK marketing campaign with testimonials encouraging adult smokers to make the switch to vaping.

The campaign positions Juul as an alternative to combustible cigarettes and will run for 12 weeks throughout the summer from 1 July.

The out-of-home testimonial-based activity will appear in cities across the UK including London, Birmingham, Manchester, Liverpool, Leeds, Glasgow, Cardiff, Bristol, Newcastle and Belfast. The ads will run close to stores selling alcohol and tobacco.

To support the testimonials from five ex-smokers who made the switch to Juul Labs last year, the vaping brand will also promote it range through an educational PR campaign and local brand ambassador activity.

In line with Juul’s commitment to industry-leading responsible practice, all campaign advertising will only target adult smokers and appear at least 200m from any school. Some ads will also be hidden at certain times of day to restrict potential visibility to those under 18.

Dan Thomson, managing director of Juul Labs UK, said: “The ex-smokers featured in our testimonial campaign share their personal stories and the role that Juul has played in helping them transition away from combustible cigarettes.

“Key reasons for switching included more social inclusion, no lingering smell and financial benefits, which I am convinced will resonate with a high number of adult smokers. As someone who smoked for 20 years and tried to give up on numerous occasions, only managing to switch using Juul, I am incredibly moved by this campaign and excited about the potential it offers to inspire large numbers of the UK’s 7.4 million adult smokers to follow their lead and make the switch.”

Thomson added: “We launched in the UK last year and are now stocked in a wide number of leading specialist vape stores across the nation, as well as widely available in convenience and selected multiple grocers. We believe that this is the right time to launch our first nationwide campaign to reach adult smokers in key smoking hot spots and at the same time ensure that our products do not appeal to youth or non-nicotine users.”