Cann Pride 22' “Taste So Good”
BRAND:
Cann Social Tonics / Taste So Good (June 22)
ROLE: BRAND DIRECTOR
Campaign Creative Direction, Film Scripting, Product Development & Packaging, Campaign Planning & Development, Marketing + Social Strategy, Copywriting
select PRESS:
Billboard, AdWeek, Forbes, Daily Mail, Vanity Fair, Out Magazine, Nylon, E! News, Ad Age, Thrillist, People
To celebrate Pride month, queer-founded cannabis brand Cann partnered with trailblazing LGBTQ+ artists, advocates and allies for an iconic campaign celebrating queer love, inclusivity and cannabis.
The integrated brand campaign features an original song and music video, “Taste So Good,” and an eclectic cast including MNEK, Gus Kenworthy, Sarah Michelle Gellar, Hayley Kiyoko, Vincint and Patricia Arquette, as well as several drag icons from “RuPaul’s Drag Race,” Kornbread, Kerri Colby, Jorgeous and Willow Pill.
With featured placements on top Spotify, Apple, and Amazon #Pride playlists and over 500,000 streams in less than a week, Taste So Good is a rallying cry to not just say "gay," but to scream it from the rooftops.
Cann took home 5 Clio Awards for the campaign, including three Golds (Print & OOH, Integrated Campaign, Partnerships & Collaboration), and two Silver Awards (Film/Video, PR).
When thinking of the enduring stigma not only against cannabis, but cannabis in advertising, and cannabis in drinkable forms—the song’s chorus of “a little different Cann taste so good” works on multiple levels.
Cann is no small fish, but that beverage segment of the cannabis market remains a slim part of the pie. Consumers are still wrapping their heads around the idea of drinking weed, and there’s still a lot of work to do normalizing weed beverages as consistent, trustworthy, delicious vehicles for cannabis.
That’s why this campaign matters to the industry at large—it shows that cannabis is worthy of legitimate celebrity endorsement, is more than high-THC dabs, and there are cool, potentially profoundly empowering things happening in cannabis that people should know about.
CREDITS
Director: Jake Wilson
Production Studio: London Alley