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Revolutionizing the Cannabis Edibles: Redecan Redebles Take Center Stage!



Challenge:

With the cannabis edibles market already bustling, Redecan saw an opportunity to leverage their industry influence and make a unique mark. The challenge was to stand out in a category where many opted for traditional fruit-flavoured gummies.



Solution:

While competitors were taking the "Zig" with fruit-flavored gummies, @BTI and Redecan chose to strategically "Zag" by exploring vintage soda flavors. This bold move aimed to transport consumers back to the nostalgic feeling of enjoying classic sodas on a hot summer's day. The launch campaign cleverly used imagery of retro soda bottles and glass mugs to weave a story that invited consumers to rediscover the refreshing tastes of a simpler time.



Result:

Redecan Redebles made a splash in the market, instantly transporting consumers to the vintage soda shop experience—overflowing malts, creamy orange floats, and classic colas. The strategic approach paid off handsomely as consumers lined up for the chance to indulge their taste buds and excite their senses. The concept resonated so well that BTI was honored with a Platinum Hermes Award in the Strategic Campaign Launch category, a testament to the campaign's profound impact on consumers. A sweet success in cannabis confectionery!



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