Canada’s Cannabis Act prohibits advertising that shows products, people, paraphernalia, and the inside of stores related to cannabis. Plus, most advertising channels filter it out automatically.
Cannabis chain Stok’d had to find a radical loophole to get in front of audiences.
They invested in promoting the stores beside Stok’d locations—a nail salon, a bookstore, a flower shop, and more—in clever video, OOH, and digital campaigns laden with slang coded for the target audience. Blazing nails, anyone?
The campaigns got some UGC play, and Stok’d got some major street cred. Scrappy, funny, good-natured… everything you want from your cannabis provider.
