2021 Winner

CASE SUMMARY

Challenges & Objectives

In August 2020, Truss Beverage Co. took the industry to new heights with the launch of five cannabis-infused beverage brands, giving Canadians a whole new way to experience cannabis. As a new product in a new category, it also had to reach a new consumer.

Insights & Strategy

Since 71% of Canadians say that smoking is the primary barrier between them and cannabis, the launch strategy reinforced that rolling papers are no longer required.

Execution

To celebrate this launch and demonstrate how the Truss portfolio is reimagining cannabis consumption the team created a special kind of rolling paper - not for rolling joints, but for creating straws. The limited-edition packs came with 10 waterproof and food-safe rolling papers, a dowel for rolling and instructions on how to roll the straws. These reinvented rolling papers were introduced through a social video and sent to cannabis influencers who shared the experience with their followers.

Impact

AdAge Creativity Top 5 praised the idea as a “good example of turning an industry on its head”. It was also recognized by Dieline, the packaging and design publication, for “bridging the gap between traditional cannabis consumption and its new cannabis drinks.”

Credits

CCO: Aaron Starkman
Creative Director: Christina Yu
Creative Director, Design: Jake Lim
Associate Creative Director: Skye Deluz, Naeem Ghafari
Art Director: Skye Deluz
Writer: Justin Santelli, Naeem Ghafari
Designer: Jake Lim
Strategist: Sean McDonald, Stacy Ross
Producer: Narine Artinian
Editor: Justin Poulsen
Photographer/Director: Justin Poulsen
Account Services: Becky Rudson, Marie Lunny
PR Company: Agnostic