In Canada, cannabis sales may be legal, but advertising cannabis products comes with a plethora of restrictions and hurdles. The Canadian Cannabis Act lays down stringent regulations that govern how cannabis can be promoted, limiting everything from the depiction of products and people to the portrayal of its effects or even the interiors of cannabis stores. Additionally, major social media platforms like Meta (formerly Facebook) and Google, along with traditional media channels such as out-of-home (OOH) advertising and radio, have stringent filters to prevent the promotion of cannabis-related content.
Navigating these restrictions requires creativity and ingenuity, which is where the ‘Next to Stok’d’ campaign comes in. Developed by the innovative minds at Angry Butterfly, this campaign ingeniously ‘zig-zags’ around the legal constraints and media filters by forging partnerships with neighboring businesses to indirectly promote Stok’d Cannabis.
At its core, ‘Next to Stok’d’ is a legal-ish campaign that challenges the norms of traditional cannabis advertising. By collaborating with adjacent businesses, the campaign not only promotes the partner stores but also subtly shines a spotlight on Stok’d Cannabis without directly violating advertising regulations.
The brilliance of this approach lies in its subtlety and strategic positioning. Rather than overtly showcasing cannabis products or making explicit references to their effects, the campaign leverages the proximity of Stok’d Cannabis to neighboring establishments to generate visibility and awareness. Through strategic placement and clever messaging, ‘Next to Stok’d’ effectively circumvents the strict regulations while still achieving its advertising objectives.
This professional campaign, spearheaded by Angry Butterfly, underscores the importance of creativity and adaptability in navigating the complex landscape of cannabis advertising in Canada. By thinking outside the box and finding innovative solutions, brands like Stok’d Cannabis can overcome regulatory challenges and reach their target audience in meaningful ways.
Published in Canada in February 2024, ‘Next to Stok’d’ represents a groundbreaking approach to cannabis marketing that not only complies with legal requirements but also showcases the power of strategic partnerships and unconventional thinking in the cannabis industry. With its integrated approach and emphasis on collaboration, this campaign sets a new standard for cannabis advertising in Canada and beyond.
