Long Form
I was approached by Blade Creative Branding to collaborate on a deep dive of the cannabis market 3 years post-legalization.
Though my experience in the industry made me a subject matter expert, extensive research was required for this digital publication.
SAMPLE
Booze vs Weed:
Fun vs Fraught According to the Cannabis Act, you can’t show much more than a hint of human being in your marketing materials. And if you want to show jeans, you can’t have someone’s butt in them. Good grief!
But drinking? Those marketing campaigns are the embodiment of a decades-old lifestyle delusion where downing whisky makes you a gentleman, hoisting vodka is what gorgeous supermodels do, and bingeing on mass produced beer is more Canadian than a beaver playing pond hockey with a puck made of maple fudge.
As for booze product labelling, to its credit, a lot of it borders on fine art. By comparison, buying a container of pot is about as interesting as picking up your grandfather’s generic pharma container of stool softener.