
Tweed - Canopy Growth; Toronto, Ontario
Whatever feels good.
Rebrand campaign
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Tweed is “the Budweiser of Cannabis” – an affordable, reliable choice for people who want great quality without the frills. It’s a brand for people who want a consistent bud that doesn’t take itself too seriously.
To champion this market, we took on one of the biggest challenges the current cannabis user faces: stigma. Even though cannabis is legal, the stigma still lingers. So we needed to shift the narrative and reassure people that it's okay to have fun, cut loose, and not feel guilty about it.
No matter how weird your thing is, as long as it makes your life better (and is legal), why not cut loose and do whatever feels good?
15-second spots
Direct Mailer
Social
Store Front
6-second spots