# Jason Calacanis Gives Advice to 19 Year Old Me Source: https://www.youtube.com/watch?v=volzN8AbK7Y Recap page: https://rapidrecap.app/video/volzN8AbK7Y Generated: 2026-02-12T15:35:48.262+00:00 --- ## Quick Overview Jason Calacanis advises Corbin Brown, founder of Luu (a non-nicotine flavored vape alternative), to aggressively fight back against major e-cigarette companies like Juul and FDA regulations by proactively using PR and marketing to frame their narrative, referencing past successful corporate challenges like the Pepsi Challenge against Coca-Cola. **Key Points:** - Corbin Brown, founder of Luu (luuinhaler.com), is developing a non-nicotine, flavored vape alternative to address the youth nicotine epidemic. - Luu's primary challenge is regulatory classification as an ENDS (Electronic Nicotine Delivery System) and marketing restrictions on platforms like Google, Facebook, and Instagram. - Brown estimates that addiction for current users is 60% nicotine and 40% behavioral, which Luu targets by eliminating the nicotine while keeping the flavor/oral fixation. - Calacanis advises Brown to aggressively push back against regulatory and marketing hurdles by conducting a high-profile 'fight up' campaign, similar to the historical Pepsi Challenge against Coca-Cola. - The strategy involves documenting the entire journey and proactively sending positive press releases to outlets like TechCrunch and the Wall Street Journal, framing Luu as the solution to nicotine addiction. - Calacanis stresses that if the core product (non-nicotine) is safe, Brown must fight the perception that it is a vape pen to control the narrative, even if the FDA or competitors try to stop them. ![Screenshot at 00:07: Corbin Brown, CEO of Luu, introduces his company as an alternative to nicotine vapes during the interview segment.](https://ss.rapidrecap.app/screens/volzN8AbK7Y/00-00-07.jpg) **Context:** The video features an interview segment from 'This Week in Startups' where host Jason Calacanis interviews Corbin Brown of the company Luu. Luu produces a flavored inhaler alternative designed to help users quit nicotine, positioning itself as a non-nicotine replacement for traditional e-cigarettes, often referred to as 'vape pens.' The discussion centers on the challenges of marketing a product in a heavily regulated and stigmatized industry, and Calacanis offers aggressive marketing and PR advice based on historical corporate battles. ## Detailed Analysis Jason Calacanis introduces Corbin Brown of Luu, a company creating a flavored, non-nicotine alternative to nicotine vapes, aiming to address the youth nicotine epidemic by providing a gateway product for cessation. Brown explains that current competitors largely include nicotine, whereas Luu focuses on eliminating the chemical addiction, estimating that quitting requires addressing 60% nicotine addiction and 40% behavioral habit. Calacanis strongly advises Brown that because major advertising platforms restrict vaping products, they must fight back aggressively against both the FDA's regulatory classification (which lumps them in with ENDS) and negative marketing perceptions. Calacanis suggests a proactive PR strategy, citing historical examples like the Pepsi Challenge against Coca-Cola, where Pepsi aggressively marketed its product's superior taste to gain market share despite Coca-Cola's dominance. Brown confirms they have tested their product with third parties, like Anderson Material Science, to verify the absence of nicotine and harmful chemicals like diacetyl, which is linked to popcorn lung. Calacanis concludes that if Luu is truly focused on helping people quit nicotine, they should lean into that narrative through aggressive public documentation and PR to control the story, even if it means provoking fights with established players or regulators. ### Introduction of Luu - Corbin Brown introduces Luu (luuinhaler.com) as a non-nicotine flavored oral fixation alternative to e-cigarettes - Luu targets the nicotine epidemic by providing a product with flavor and oral sensation but no nicotine. ### The Addiction Split - Brown estimates nicotine addiction accounts for 60% of dependence, while 40% is behavioral/habitual - Luu focuses on eliminating the chemical aspect (nicotine) while satisfying the habit. ### Marketing and Regulatory Hurdles - Brown notes that current competitors include nicotine, and that his company is restricted from advertising on major platforms like Google and Facebook due to nicotine association - He mentions that competitors are being categorized as ENDS devices. ### Calacanis's Advice - Calacanis suggests an aggressive 'fight up' strategy, similar to the Pepsi Challenge against Coca-Cola, using PR and documentation to control the narrative - This involves actively seeking press coverage to position Luu as the healthier solution. ### Product Safety and Testing - Brown confirms Luu products have been tested by third parties (e.g., Anderson Material Science) to confirm no nicotine or harmful chemicals like diacetyl are present. ### Conclusion of Advice - Calacanis reiterates that if the product is genuinely safer, Brown should fight the perception that it is a vape pen and aggressively market it as a tool for quitting nicotine. ![Screenshot at 00:00: Jason Calacanis introducing his guest, Corbin Brown of Luu, on 'This Week in Startups'.](https://ss.rapidrecap.app/screens/volzN8AbK7Y/00-00-00.jpg) ![Screenshot at 00:06: Corbin Brown speaking into the microphone, identifying his company, Luu.](https://ss.rapidrecap.app/screens/volzN8AbK7Y/00-00-06.jpg) ![Screenshot at 00:18: Corbin Brown explaining that Luu is an alternative to nicotine vapes that provides the habit without the chemical.](https://ss.rapidrecap.app/screens/volzN8AbK7Y/00-00-18.jpg) ![Screenshot at 00:51: Jason Calacanis asking Corbin Brown about the nature of the product, specifically questioning the use of the term 'vape pen'.](https://ss.rapidrecap.app/screens/volzN8AbK7Y/00-00-51.jpg) ![Screenshot at 01:45: Jason Calacanis questioning Corbin Brown about the split between nicotine addiction versus behavioral addiction.](https://ss.rapidrecap.app/screens/volzN8AbK7Y/00-01-45.jpg)