Pearls Gummies • Indiva
Launching a cannabis brand for the women the category forgot.
Pearls by Grön had already won over the U.S. Indiva, its Canadian producer, needed a launch that could cut through a crowded edibles category and reach the women most brands overlook.
Results
10,000+ reached at the Lift & Co. Expo National launch across Canada One campaign line across every channel
The Ask
Pearls by Grön had proven itself in the U.S. Indiva, Grön’s Canadian licensed producer, needed it to stand out in a crowded edibles category where brands compete on price and flavour, and rarely on meaning.
It's always a pleasure to work with BOLD LIP on projects of all scopes. Their collective creative brainpower has helped us get out of a design rut more than once.
Leah Thiel
VP, Marketing, Indiva (former)
The Insight
Women are one of the fastest-growing groups of cannabis buyers, and one of the worst served by how the category talks. Most edibles speak in generic, gender-neutral language that misses her entirely. Pearls had something different: gummies built around how people want to feel, with cannabinoid ratios well beyond CBD/THC. Our job was to make that clear, and to make it hers.
The Answer
A campaign line—Pearls Go With Everything—that works as both a product truth and a lifestyle statement. Content that taught buyers about lesser-known cannabinoids like CBG and CBN. Trade assets, sell sheets, social, in-store video and event materials, all saying the same thing.
The Impact
Pearls debuted at the Lift & Co. Expo in front of 10,000+ consumers, budtenders and industry insiders, then launched nationally with every channel moving in the same direction.
Scope
Campaign Strategy Creative Direction Copywriting Video Digital, Social, OOH & In-Store
