REDECAN

Quench Your Curiosity

Launching a new product campaign in a flavourful cannabis category

LAUNCH CASE STUDY VIDEO

Challenge

With a good portion of the cannabis market already making waves in the edibles category, it was only logical that Redecan utilize their cannabis sway within the industry and get in on the action… in their own flavourful way.

Challenge

With a good portion of the cannabis market already making waves in the edibles category, it was only logical that Redecan utilize their cannabis sway within the industry and get in on the action… in their own flavourful way.

Solution

Most of the competition within the category were taking the traditional route of developing gummies based on popular fruit flavours. With most of the competition choosing to “Zig”, BTI and Redecan made the strategic decision to “Zag” and explore vintage soda flavours… taking the consumer back in time to that nostalgic feeling of quenching their thirst on a hot summer’s day. The launch campaign used imagery of retro soda bottles and glass mugs to tell the story and help the consumer rediscover the refreshing tastes of a simpler time.

Solution

Most of the competition within the category were taking the traditional route of developing gummies based on popular fruit flavours. With most of the competition choosing to “Zig”, BTI and Redecan made the strategic decision to “Zag” and explore vintage soda flavours… taking the consumer back in time to that nostalgic feeling of quenching their thirst on a hot summer’s day. The launch campaign used imagery of retro soda bottles and glass mugs to tell the story and help the consumer rediscover the refreshing tastes of a simpler time.

Result

Redecan Redebles hit the market with a big splash! Instantly taking the consumer back to that vintage soda shop experience of overflowing malts, creamy orange floats and refreshing classic colas… a strategic approach that paid off in a big way as consumers lined up for  the chance to tickle their taste buds and excite their senses. BTI was awarded a Platinum Hermes Award in the Strategic Campaign Launch category for this concept — a testament to how the campaign resonated with consumers.

Result

Redecan Redebles hit the market with a big splash! Instantly taking the consumer back to that vintage soda shop experience of overflowing malts, creamy orange floats and refreshing classic colas… a strategic approach that paid off in a big way as consumers lined up for  the chance to tickle their taste buds and excite their senses. BTI was awarded a Platinum Hermes Award in the Strategic Campaign Launch category for this concept — a testament to how the campaign resonated with consumers.

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