If a cannabis marketer uses groovy, psychedelic images—think flower power and candy colors—it may bring to mind Woodstock-era bacchanals with a “turn on, tune in, drop out” vibe.
A new campaign from Canyon THC has purposely co-opted the look of that acid trippy period, but flipped the carefree Summer of Love notions on their heads. The brand is batting back against the stoner stereotype, in fact, with the tagline, “2.5 mg of productivity” to tout low-dose edibles formulated so consumers can imbibe but still finish their to-do lists.
The work, from independent agency TDA Boulder, will fan out over social, print and out of home media buys in the run-up to the holidays and beyond.
