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Spooky season is in full swing, and to mark the occasion cannabis dispensary Embarc has launched a new brand dubbed Devil’s Lettuce.
The quirky ad campaign to promote it draws inspiration from movies of the Reefer Madness era, and equates the stigma of cannabis consumption with monsters and villains from retro Hollywood horror flicks and PSAs.
On this episode of Yeah That’s Probably an Ad, Courtney Zalewski, chief brand officer at Embarc, joined Adweek community editor Luz Corona and Europe brand editor Rebecca Stewart to talk through the in-house work, why now was the right time to launch it, and getting buy-in from the top for a comprehensive multi-platform campaign.
Stream the new episode below, listen and subscribe on Apple Podcasts, or find it on Spotify.
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Their Closed-loop Measurement uses Walmart’s proprietary customer purchase data to track the impact of your campaign on sales, not just on Walmart’s site and app, but also in their stores. For some campaigns, they can even provide rest-of-market data that tracks the impact on sales at other retailers.
Visit WalmartConnect.com today and see how they can help connect you more meaningfully with Walmart customers.
Sources: ¹ Fortune, August 2023. ²Walmart internal data, January 2023. No endorsement of third-party data sources.
