Grandma resides her finest life—absorbing the solar, searching for colourful garments, chatting with inanimate objects, hanging within the park, levitating above the motion.
She’s staying busy, she tells her granddaughter throughout a cellphone name, however she’s completely chill. That’s as a result of she’s stoned. Flippantly, however most undoubtedly, stoned.
The trendy elder in query, performed by actor Nita Freeman, is on the coronary heart of a cinematic marketing campaign from hashish model Miss Grass, which launches its first hemp-derived gummies with essentially the most bold advertising and marketing marketing campaign in its historical past.
Along with “Elevate Up” starring Freeman, the in-house creatives at female-founded Miss Grass have dropped a second brief movie known as “Wind Down” that faucets into the favored dance video pattern seen throughout mainstream manufacturers.
Inspiration for the ideas and their energetic tone got here from sources like pdLang, Kendrick Lamar’s creator-centric collective, and prolific director Spike Jonze, with a dose of camp.
Elevated advertising and marketing
The content material goals to seize the essence of being excessive with out devolving into drained clichés in regards to the expertise or the customers, based on Priyanka Pulijal, head of inventive at Miss Grass.
“We’re attempting to point out that hashish storytelling may be as elevated and intentional as style or magnificence or movie promoting,” Pulijal advised ADWEEK. “The hashish business basically pours a lot vitality into survival and gross sales that storytelling can get missed—we wished to push the boundaries.”
Miss Grass, which sells hashish flower and prerolls in seven states, is getting into the ultra-hot hemp-derived class for the primary time with Jewels gummies.
By doing so, the model is following within the footsteps of Cann, Wyld, Wana, 1906, Belushi’s Farm, and lots of others which might be promoting federally authorized micro-dosed drinks and edibles in what’s been dubbed “Cali sober summer season.” The demand for hemp-derived merchandise has exploded lately, accounting for $2.8 billion in gross sales in 2023, per Brightfield Group, anticipated to hit $4.4 billion by 2029.
‘Surreal, trendy and joyful’
The brand new Miss Grass work, from director Vishnu Vallabhaneni, intends to destigmatize weed consumption by displaying numerous shoppers in “surreal, trendy, and joyful” eventualities,” based on Kate Miller, co-founder and CEO.
There’s no arduous 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 mentioned. “Storytelling has all the time been central to our model, however this manufacturing is next-level, far larger than we’ve ever performed 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 ‘this can 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 mentioned.
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 much more avenues open to them than large sister hashish, which continues 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.
