Projects
Led early brand strategy consulting for Canopy Growth for the cannabis-infused drink's future launch in Canada, which was interesting given Canada's (at the time) recent legalization of cannabis in 2018.
Quatreau
The Strategy: Show the importance of rest, and rest as necessary for real energy. Be counter to energy drinks (e.g. Monster, Red Bull), which are not only unhealthy but also not sustainable for well being long term.
The Creative: ‘Calm Up’ as a Call to Action for a healthier, more sustainable way to enjoy yourself (via a refreshment) and in turn gain more energy to live life more fully.
Quatreau became the market share leader in CBD beverage in Canada, and also launched later in the US. The client loved ‘Calm Up’ so much that they actually utilized it during the US launch of the product in 2021, during the pandemic. The CTA was especially relevant during this stressful time of Covid.
The Insight: ‘Hustle culture’ and productivity gurus from 2016-2018 would likely see a decline, and the pendulum was already swinging the other way: calm and the rise of the importance of rest.