The Idea:

The Brnt Group approached my team with a new product nearly ready to launch that needed a little sizzle to get cannabis retailers excited about the product and chomping at the bit to order. The product Made By Pens were an answer to lower-quality cannabis electronic pens on the market and this needed to be communicated to retailers.
Utlizing the high-energy and colourful brand produced for Made By, we put together a strategy for reaching retailers using a robust email campaign, a store tool kit, and a fun, branded sizzle real to serve as an enticing, exciting and electric introduction to the product. The tools provided also allowed cannabis retailers to educate consumers and spark a little excitement with in-store displays, and print material giveaways that would play in tandem with online product ads at launch. With a high-impact short-burst digital campaign, we created a little buzz about a new way to get buzzed.