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LIVLI multivitamins for cannabis users were launching in Canada just
in time for legalization. The task was to create a brand and an
effective communications strategy to launch it in Ontario. While the
product doesn’t contain cannabis, it was still a grey area at the
time, meaning the messaging, design and overall positioning
needed to be extensively researched and carefully thought
through.

The team found that as per Health Canada, 60% of cannabis users
experience drawbacks. Recognizing the new players in the
category were focusing on the “highs”, we wanted to have an
honest conversation about the “lows”. Therefore, LIVLI was
positioned as a sidekick that helps you through your entire journey –
from high to low.

Eventually, LIVLI lit up the cannabis space with an integrated OOH +
digital campaign that asked one question: “Is green giving you the
blues?”. This catchy tagline spoke directly to the audience without
mentioning any of the words not allowed on the platforms. The
campaign used a channel-specific promo code that allowed us to
track conversions and effectiveness of hard-to-measure mediums.