“Actual pharma adverts should play it tremendous straight, which comes off as being hilarious in its personal proper,” John Angelopulos, the company’s co-founder and inventive director, informed Adweek. “We wished to take these notes and amplify them.”
Joint Aid’s acknowledged advantages are confined to at least one tagline, with Falcon saying a client will really feel “approach higher than in the event you didn’t take it.”
Cheeky chews
For the setup, the group borrowed and embellished from the individuals of their lives, per Leigh Masters, co-founder and inventive director, like her personal mother who complains regularly about aches and pains.
As for the bodily humor and cheeky tone, which is a departure from typical weed promoting, the company continues to construct the Cheeba Chews quirky persona.
“Why are so many wellness manufacturers so fluffy-y and yoga-y?” Masters mentioned. “We prefer to make individuals giggle. And weed makes individuals giggle. So let’s all giggle at an advert.”
The video, shot not too long ago in Los Angeles, additionally slips in a couple of digs on the bestselling hashish class. The flower takes it on the chin as Falcon suggests “possibly it’s time you place down that joint” in favor of Cheeba Chews’ new product, noting that “cannabinoids aren’t only for a very good time.” Different model promos name Joint Aid “a more healthy various to filling your lungs with smoke.”
Copy like that could be thought of heresy in sure weed circles, however not for edibles makers, which have seen their recognition explode lately. Hashish Shoppers in America 2023, a New Frontier Knowledge examine launched final month, discovered that 58% of cannafans use edibles whereas 61% eat flower.
And as for advertising by profit, Cheeba Chews faucets into an ongoing development the place hashish manufacturers lean into the results of a product relatively than the old-school custom of touting THC ranges.
In accordance with the identical New Frontier analysis, customers cite ache administration as one of many major causes for utilizing hashish merchandise, whereas 67% select a product primarily based on its supposed results. With that in thoughts, Leslie mentioned Cheeba Chews made Joint Aid a precedence with a formulation “that addresses an issue most adults face—ache.”
CREDITS:
ECD / Author: John Angelopulos
ECD / Artwork Director: Leigh Masters
Producer: Leigh Masters
Company & Manufacturing Firm: Piggyback
Director: Mike Immerman
Editorial: Chris Robins, 11 Greenback Invoice, Boulder
Spokesperson/Hero Expertise: Jason Burke
