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JUUL took these marketing tactics offline by hosting lounges, exclusive events and parties with free tastings. Events also featured appearances by young influencers, cultivated through a JUUL launch influencer seeding program. JUUL also engaged celebrities by offering a VIP portal on its website for exclusive discounts, reserved access to limited edition colors and early access to future product launches. Similarly, PMI advertised its IQOS product at select international locations, including pop-up boutique stores in exclusive urban centers, to create the illusion of a high-end product

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The campaign included online resources at www.neverjustasmoke.org

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Furthermore, increased expression of BAG2 shifts the effects of nicotine toward a reduction in levels of p-tau protein, possibly as a consequence of BAG2 inhibition of ERK1/2 via association with Hsp90, which is required for ERK1/2 activity, and/or via BAG2-mediated degradation of p-tau as a consequence of BAG2 phosphorylation by p38/MAPKAPK2 [206]