Who: Flowr, with Zerotrillion for creative, media and PR. Photography by Adrian Armstrong, and TA2 for music.
What: An advertising campaign for the licensed producer’s “BC Pink Kush” product.
When & Where: The campaign went live at the start of the month, running through September as video and digital display across a wide range of sites (although avoiding the social platforms that won’t run cannabis advertising).
Why: Flowr emphasizes the “art and science” that goes into making its various strains. The company introduced new branding and positioning early this year using cheeky references to its pre-legalization roots, combined with a fresh look and feel to underscore the modern expertise behind the products.
This creative for BC Pink Kush sells the high THC (22.5%) while also promoting the consistent quality of the cannabis produced with a variance of +/-2.5%.
“We believe a tight range is a hallmark of quality, and consumers are taking notice,” said Nicole Wolff, brand director of Flowr. “We’ve heard from budtenders across the country [that] customers are looking for consistently high THC percentage when selecting cannabis, and they’re increasingly finding our BC Pink Kush rises above the rest.”
How: The ads feature glamour shots of cannabis bud, with stylized presentation reminiscent of food porn (Wilson Wong handled the styling). The agency describes the creative as “blending vibes of Rembrandt still lifes with precision scientific instruments.”
The voiceover in the video ad, “Nothing special,” describes high-quality cannabis bud (“frosty with trichomes”) before explaining that high quality is standard for BC Pink Kush, and delivering the brand’s tagline “Grown True.”
“Its style reflects the underground heritage of our brand and behind the mystery, is industry-leading expertise,” said Wolff.
Quote: “Art and science are the foundation of Flowr, so it’s only fitting that they are the foundation of our campaign as well,” said Adam Fierman, Zerotrillion global creative director. “Yes, the industry is regulated, but tight regulations are the best part of working in cannabis. There can be no creativity without constraint, and this campaign shows no compromise.”
