Wynk Debuts Largest Campaign Yet to Address ‘Regulatory Battle’
Wherehouse Beverage Co.’s Wynk, a low-dose cannabis seltzer brand launched in 2023, has begun rolling out its most extensive advertising campaign to date, the parent company announced in a statement.
The “Get Together” campaign will reach across channels/touchpoints (where regulations allow) to forge “genuine connections in an increasingly digital world” and address the growing portion of consumers interested in alcohol alternatives, the company said.
Perhaps more importantly though, the goal of this 360-degree program is to elevate the company’s ongoing regulatory battle by bringing low-dose THC seltzers further into the mainstream.
"Our consistent sales growth in liquor stores, bars and restaurants demonstrates a clear appetite for a new kind of adult beverage," Angus Rittenburg, CEO and co-founder of Wherehouse Beverage Co., said in the statement. "People are replacing their alcoholic drinks with Wynk because it offers a similar social buzz, but without the downsides."
Rittenburg continued: "Despite regulatory complexities and substantial investments in compliance to make our products available for consumers, the burgeoning demand for low-dose cannabis beverages is reshaping the adult beverage landscape in a way that can't be ignored. This campaign plays a crucial role in our ongoing regulatory battle by mainstreaming the product and portraying cannabis consumption in a manner akin to traditional alcohol marketing."
Campaign Rollout, Activations
Get Together will roll out across multiple states, with a major focus on Chicago, a city that has embraced the social consumption of cannabis beverages. Since its launch in November 2023, Wynk has experienced a 75% quarter-over-quarter growth in the Chicagoland area coming in large part from early adopters from music venues like Thalia Hall, regional retailers such as Binny's, and restaurant groups like 2Bears Tavern Group, according to its parent company.
The campaign features a “It’s simple, with a Wynk of THC” tagline and depicts Wynk being enjoyed in familiar social settings to convey a sense of “comfort, approachability and social well-being.”
The "Get Together" campaign will utilize a diverse mix of media to reach adult consumers including:
- Out-of-home (OOH) billboards and Digital OOH ads: Visuals will be displayed on traditional billboards, digital Soofa signs, trucks and pedicabs in marquee, high-traffic areas like Wicker Park in Chicago, Fenway Park in Boston, Northern New Jersey highways, the streets of downtown Minneapolis, and across digital boards sprinkled throughout Nashville and Ohio.
- Guerilla wild postings: Street-level engagement will be amplified through wild postings in Manhattan, Brooklyn, Northern New Jersey and Chicago, along with a Wynk mural in Maine.
- Robust digital campaign: User-generated content and influencer partnerships will showcase “celebrations and the joy of in-person connections.”
- Events and sweepstakes: Wynk will have a presence at street and music festivals, offering product samples and promoting a "Dream Getaway" sweepstakes.
With its exceptional growth trajectory and a consumer-centric campaign, Wherehouse Beverage Co. is poised to continue its success in the burgeoning yet tricky low-dose cannabis beverage market.
