Canopy Growth Debuts Interactive Summer Campaign

Canopy Growth, a cannabis, hemp and cannabis device company, has introduced the expansion of its cannabis-infused beverage portfolio with a summer campaign aimed at driving brand awareness and in-store sales. Canopy showcases its diverse portfolio of cannabis beverages in its new “Just Hits Different” campaign, which “offers adult consumers a new way to enjoy familiar experiences” during special summer occasions, according to a news release. Support for the campaign spans across digital and social channels and aims to drive traffic and convert sales in stores. The campaign also includes an “interactive and educational” flavor sampling program. Consumers can visit one of the roughly 1,400 Canadian cannabis retail locations to sample various non-active Canopy brands and flavors, such as Tweed Fizz Mango, Deep Space Limon Splashdown and Quatreau Passionfruit & Guava. The pop-up sampling events aim to educate consumers about the products, engage with brand ambassadors and experience the flavors before purchasing. When consumers arrive in-store, Canopy says a “bigger-than-ever” range of cannabis beverages from its brands like Tweed, Deep Space, Quatreau and Ace Valley, as well as new offerings from Vert, to round out its the summer lineup. To make room for its new offerings and increased distribution, 785 fridges have been added in retail locations across the country, which quadruples the company’s fridge footprint, according to the release. "Our insights tell us that taste and seasonality play a key role in consumer choice, which is why we're excited to offer a range of new and familiar flavours for the summer," said Tara Rozalowsky, vice president, brand marketing at Canopy Growth, in the release. "Our sampling events give consumers a chance to try our great-tasting beverage flavors, so when they're ready to add a beverage to their basket and experience cannabis in a whole new way, they know what our brands have to offer."

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