‘Surreal, trendy and joyful’
The brand new Miss Grass work, from director Vishnu Vallabhaneni, intends to destigmatize weed consumption by displaying numerous customers in “surreal, trendy, and joyful” situations,” in line with Kate Miller, co-founder and CEO.
There’s no laborious promote or hyperlink to buy, with the movies performing as consciousness builders that recall the model’s narrative roots.
“We began as an editorial platform earlier than we had even developed or launched our personal product line,” Miller stated. “Storytelling has at all times been central to our model, however this manufacturing is next-level, far greater than we’ve ever achieved earlier than.”
Miller sees “Elevate Up” and “Wind Down” as an antidote to conventional weed advertising and marketing that “leans into the stoner bro mentality and talks about ‘it will get you hella excessive with THC, THC, THC.’”
“Elevate Up” and “Wind Down,” which stars actor-dancer Jeremy Guyton, are a part of the Miss Grass technique to construct its personal media “not simply as a inventive flex, however as a longer-term DTC technique,” Miller stated.
The marketing campaign movies will air throughout Miss Grass’ owned platforms (e-mail, weblog, socials), together with paid buys on Meta and different newly canna-friendly channels. There are some state restrictions, however federally authorized hemp merchandise have way more avenues open to them than large sister hashish, which remains to be banned from most conventional retailers.
Miss Grass plans to roll out behind-the-scenes vignettes and different content material, highlighting the marketing campaign’s expertise, within the coming months.
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