Ontario Cannabis Store conducts Buzzkill campaign
By Rob Bale
The Ontario Cannabis Store and the Alcohol and Gaming Commission of Ontario recently conducted a promotion in that province intended to raise awareness of the advantages of purchasing legal cannabis products. The campaign, called “Buzzkill,” was developed by LG2. It included a temporary installation in Toronto intended to resemble an illegal cannabis dispensary. The location distributed information about the dangers of illegal cannabis, with a focus on lack of safety testing and uncertainty about contamination. The store offered fake products such as “Pesti Cider,” accompanied by the description “ What gives this cannabis-infused cider its signature oomph? We like to think it’s love. But realistically, it’s probably our unregulated use of toxic pesticides.” Experiential work was handled by WXM, with merchandise production by O2O and GAS. Media work is being handled by Initiative. Public relations are being conducted by Glossy.
“We decided to lean into ambiguity as a way to challenge the misperceptions surrounding the illegal cannabis market,” said Josh Stein, chief creative officer at LG2. “Our goal was to create an experience that's not only buzz-worthy but also interactive and packed with valuable information.”