Adweek Podcast: Busting Weed Taboos With Devil's Lettuce

California dispensary Embarc has a new product in time for Halloween

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

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.

Are you looking to take your media strategy to the next level and make an impact with millions of customers? Walmart Connect harnesses the massive reach of America’s No. 1 retailer.¹ They can help you connect with Walmart’s 139 million weekly online and in-store customers² to find the ideal audience for your message, at scale. 

Walmart Connect offers media solutions for advertisers of all sizes, on and off Walmart’s digital properties and in their stores. From cost-effective sponsored search and self-serve display ads on Walmart’s site and app, to connected TV and offsite media across web and social, to in-store activations and live events, Walmart Connect can help you deliver the right content to the right Walmart customer at the right step of their shopping journey.

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 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.