Did we have some fun with the product!
Hemp is a variety of cannabis and rather than be discrete about the connection we decided to major on it and use the hemp leaf as the identity for all elements of the campaign, including the packaging, the press packs and in-store graphics.
One of the funniest incidents included the use of Hemp seed packs in the press packs. These were sent out globally and in the US were commandeered by customs as they were worried the seeds in the packs would enable US residents to start growing their own cannabis plants.
Needless to say, the campaign was very successful and we had endorsements from Hollywood stars including Woody Harrelson who now wears a lot of Hemp clothing.