Pearls Gummies
Pearls is a cannabis edible brand by Grön. Already established in the US, Pearls was ready to make its Canadian debut. They needed a launch to cut through a crowded edibles market and land with the right audience.
Scope
Campaign Strategy & Messaging Creative Direction Copywriting & Content Channel Asset Production Graphic Design Video Storytelling Digital, Social, OOH & In-Store
Bringing a whole new meaning to "sugar high."
The Ask
Canada's cannabis retail landscape is complicated, but on top of the logistical complexity, the edibles category is crowded and largely undifferentiated, with brands competing on price and flavour but rarely on meaning. Pearls needed a voice and a strategy that rose above that noise.
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
Vice President, Marketing, Indiva (former)
The Insight
Women are one of the fastest-growing consumer segments in cannabis and one of the most underserved by how the category communicates. Most edible brands default to generic, gender-neutral language that misses her entirely. Pearls had something genuinely different to offer: gummies built around how people actually want to feel, with cannabinoid ratios that go well beyond the mainstream CBD/THC binary. The opportunity was to make that legible, and to make it hers through a voice that was warm, confident, and actually worth her time.
The Answer
We developed the campaign messaging and creative direction that anchored the Pearls launch from trade show floor to social feed. The through-line—Pearls go with everything—was built to work as both a product truth and a lifestyle statement. Ownable content educated consumers on minor cannabinoids like CBG and CBN, building category knowledge and brand preference simultaneously. Trade assets, sell sheets, social tiles, in-store video, and event materials were all developed in full alignment, ensuring a consistent presence.
The Impact
Pearls debuted at the Lift & Co. Expo, reaching over 10,000 consumers, budtenders, and industry insiders. The brand launched nationally across Canada with every channel covered and moving in the same direction.
