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Fresh Genetics from Redecan


BTI was challenged to develop a launch campaign for two new strains by Redecan; Black Cherry Punch and Lilac Diesel. The goal was to create a buzz about these 2 new genetics amongst the target audience and drive consumer traffic to a purchase page from various touchpoints.


BTI leveraged the very core nature of the 2 new strains. Black Cherry Punch is known for its signature aroma from a diverse collection of terpenes and Lilac Diesel is popular for its beautiful appearance and lilac undertones. The look and feel of the campaign expressed the true personality of these strains through strategically selected vibrant colours and supporting motifs. Music and animation treatment added effect to create a soothing vibe. The campaign was launched in early July on the digital platform including a high volume of programmatic ads and presence on selected premium publishers such as The Score and Reddit. The launch was supported with a heavy retail presence. Ad stands and animated video content for display screens were distributed to dispensaries. Pop-ups were organized in selected dispensaries to create awareness and engagement within the target audience.


The campaign was well received at all touchpoints. Social media engagement increased significantly. Post Redees’s campaign, the new launch brought a pleasant freshness to the brand communication.