Challenge
Altavie is a recreational cannabis brand by licensed producer Aurora Cannabis and is aimed at those unfamiliar with the product, but curious about trying it, especially when it comes to the purported benefits. Consumer interest in how cannabis could potentially help with intimacy was why it chose Valentine’s Day for its first in-store promotion.
Solution
Aurora partnered with agency GRIP and TI Group to launch an in-store campaign at select cannabis retailers in Alberta, which is one of the few places that cannabis promotional materials are allowed to appear. The promotion was also featured on Nova Cannabis store’s social media accounts. We printed this project both on Lithographic presses and our HP Indigo Digital Press, with incredibly consistent colour matching across the entire program, thanks to our G7 Master Facility qualification.
Results
For participating stores, we produced classic Valentine’s Day cards for customers to give to a crush or loved one, featuring an image of a bouquet of flowers that includes dried cannabis buds. We also printed in-store signage and strain cards that listed pairings of things such as romantic dinners, a sensual massage and a “Do Not Disturb” sign with the profile of the strain to include potency levels, aroma and taste profiles. This activation is being called a first of it’s kind cannabis marketing campaign in Canada.
