Canna Clinic
Brand Repositioning
Objective:
The repositioning for this product is based on the Toronto locations being shut down in late 2017. Recreational marijuana will soon be legal in this province, so the repositioning and brand renewal for this campaign is dependent on the legalization and a new brand roll out and image for the company. We want Canna Clinics to return as people’s number one go to for any of their cannabis needs or wants. We also want to work towards breaking the stigma towards weed that still exists in the minds of some individuals.
Statement
For both recreational and medicinal cannabis users, Canna Clinic is the leading dispensary that delivers an affordable variety of strains and other cannabis based products because only Canna Clinic is providing the highest quality strains,products and services to their customers.
Sidenote:
The repositioning for this product is based on the Toronto locations being shut down in late 2017. It is rumoured that marijuana will soon be legal in this province, so the repositioning and brand renewal for this campaign is dependent on the legalization and a new brand roll out and image for the company.
Tagline: "for a cushy experience"
Tone
Due to regulations and laws prohibiting overt campaigns for weed, the tone for this campaign will be somewhat subtle. In order to remain appealing to our target audience, we will still keep with our brand’s humorous tone and understated playfulness.
Key Message
The way we look at / judge marijuana use has changed -- Everyone smokes.
Secondary: Make Canna Clinic your go-to for all weed.
Deliverables
- 3 Print Ads
- 3 OOH
- 1 Broadcast
- Merchandise design - t-shirts, baggies, tote bags
- Giveaway - custom Canna Clinic Lighter
Poster Designs
Out of Home Ads
Located outside of food establishments such as Mc Donalds, Burger King, pharmacies etc.
Located outside of food establishments such as Mc Donalds, Burger King, pharmacies etc.
Promotional Merchandise & Giveaways
Storyboard
Too many people feel like dispensaries can be intimidating if you don't know much about it.
Similar to walking into a Starbucks with the intention of just getting a simple small coffee but being totally thrown by the complexity of the menu.
Similar to walking into a Starbucks with the intention of just getting a simple small coffee but being totally thrown by the complexity of the menu.
We want customers to know that coming into Canna Clinic will be an easy and comfortable experience where our "Budtenders" are there to help you.
