From the model that packaged hashish like top-shelf liquor for the 2023 holidays comes a brand new—much more covert—approach to give the present of ganja.

Vivid, which has a loyal fan following amongst Missouri cannaseurs, has launched limited-edition containers modeled after bottles of wine and online game controllers. Opening these Trojan horses reveals the actual current: three jars of premium Vivid flower tucked inside.

The seasonal stunt—accompanied by advertising that mimics classic beer promoting and traditional Norman Rockwell imagery—drops as cannabis has unfold additional into the mainstream than ever earlier than, with 40 states legalizing its gross sales in some type and 88% of Individuals supporting the top of prohibition.

But some cussed outdated stigmas linger, with shopper insights driving the Vivid marketing campaign, in accordance with Tony Billmeyer, CMO at guardian firm Present-Me Organics.

Billmeyer and his workforce stated they heard numerous tales of the “elaborate effort” that buyers put into exchanging vacation weed on the down-low. Some individuals cover in closets to wrap pre-rolls, tinctures, and vapes, whereas others make excuses to go away household gatherings for a hashish present handoff, he stated.

“We don’t suppose individuals ought to should sneak round,” Billmeyer informed ADWEEK. “So we’re giving them the means to proudly give these presents proper in entrance of family members at their vacation gatherings.”

Pressure buster

Developing with a intelligent disguise for weed—making it appear to be a benign, on a regular basis object—might be seen as a hedge. Nevertheless it is also a proactive stress diffuser at a historically traumatic time of yr, made extra fraught by the latest contentious presidential election.

Hashish model Vivid leans into traditional beer promoting and Norman Rockwell imagery for its seasonal stunt.Present-Me Organics

In different phrases, ultra-conservative family will probably be none the wiser when siblings present one another bottles of Vivid “wine,” with the camouflage serving to to sidestep any potential judgement or shouting match.