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Wrapped and Redee: A Synergistic Approach to Holiday Marketing
Posted on August 22, 2023
The holiday season is a time of joy, celebration, and special traditions. It’s also a time when brands like to get creative in their marketing efforts in order to stand out from the crowd and make an impact in their category.
BTI client partner, Redecan wanted to do just that – we used this as an opportunity to take an unconventional but delightful approach to marketing their holiday-edition cannabis pre-roll, Redees.
A Merry Cannabis Idea Blossoms
Redecan wanted to celebrate the holidays by offering their customers something special. So, they created a product that would capture the festive spirit while aligning with their brand. That’s when the idea of a cannabis straight-roll pre-roll with a candy cane filter design was born. This innovative twist on a classic holiday treat was destined to be a hit. Each pre-roll would come in a white, red, or green box, and the colour would remain a mystery until after the purchase. This added an element of anticipation and excitement, mirroring the thrill of unwrapping gifts on Christmas morning.
The Birth of “Wrapped and Redee”
With the concept in place, the next step was to craft a compelling campaign name. Given the Christmas theme and the element of surprise, “Wrapped and Redee” was the perfect fit. This clever play on words captured the essence of the holiday season and the product itself, which was designed to be festive and enjoyable.
BTI developed a range of themed marketing materials for in-store point of sale (POS) displays and social media promotions. These creative materials generated holiday hype and a Christmas buzz, drawing consumers and retailers into the holiday spirit.
A Holiday High for All
When the “Wrapped and Redee” pre-rolls hit the market, the response was phenomenal. Consumers and retailers alike couldn’t wait to experience the custom-designed candy cane Redees. As demand surged, retailers found themselves placing re-orders faster than ever before. The limited-edition holiday offering had struck a chord with cannabis enthusiasts looking for a festive way to celebrate the season.
The success of the “Wrapped and Redee” campaign didn’t go unnoticed. The campaign garnered the attention of the Hermes Creative Awards, earning BTI a prestigious Platinum award in the strategic launch category. This recognition highlighted the campaign’s creativity and effectiveness in delivering holiday cheer to cannabis consumers.
The “Wrapped and Redee” campaign demonstrated how innovation, creativity, and a touch of holiday magic can come together to create a memorable and successful marketing initiative. It’s a testament to how companies like Redecan can infuse the spirit of the season into their products, spreading joy and cheer to their customers. With such a promising start, we can’t help but look forward to what Redecan has in store for the next holiday season.
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