With very strict rules in place on advertising of cannabis products, brands are becoming more creative on their approach to educating consumers about cannabis. Retailers Tokyo Smoke [TCO] and Holt Renfrew [TCO] have teamed up for a holiday campaign that introduces fashion to flower. The collaboration includes a capsule collection of cannabis accessories wrapped in Holt Renfrew’s Toile print and holiday pop-up accessory shops at Holt Renfrew’s locations in Vancouver and Toronto’s Yorkdale Shopping Centre.
The brands are celebrating the feeling of a true Canadian winter, two special edition products were born: the Catch All Tray and the Storage Jar, both featuring Holt Renfrew’s Holiday Toile print inspired by a winter wonderland. The special edition products will be accompanied by a curated selection of Tokyo Smoke’s best selling design and fashion forward accessories, suited for every type of cannabis user, from beginners to connoisseurs.
“This collaboration was an incredible opportunity for two seemingly diverse worlds to collide—Tokyo Smoke as a newcomer in the nascent legal recreational cannabis industry, and Holt’s as an established and highly esteemed fashion retailer,” said Berkeley Poole, VP & Creative Director, Tokyo Smoke Brands. “We share a love for design, beauty and luxury in every experience. This collaboration allows us to introduce Tokyo Smoke to consumers in a way that sparks interest and curiosity. Our chic accessories will make any home warmer this season, perhaps for new customers who may not have considered cannabis as part of their holiday celebrations in the past.”
The Tokyo Smoke [TCO] team has put in a lot of effort to change the perception of cannabis use through thoughtfully designed products, education-led events and immersive retail experiences. This collaboration represents another step in shifting the narrative and allowing the brand to continue educating Canadians.
As part of the campaign pop-ups have been created in Vancouver and at Toronto’s Yorkdale Shopping Centre, a sensory experience has been created to offer a bright and spacious environment with items intentionally displayed. Holt Renfrew associates will be on-site to walk guests through each accessory, educating them on tailored experiences for their specific needs.
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- Public relations and social media – Veritas Communications. [TCO]