Despite the growing availability and legalization of weed, it hasn't achieved the same status as a widely gifted item like alcohol—but this holiday season, Vivid Cannabis is inviting adults to Give the Gift of Weed.
To reposition Vivid flower and concentrate as a sophisticated and shareable gift, the company came up with boxes designed to look like traditional holiday gifts. With the purchase of any three jars of Vivid flower or concentrate, customers will get a complimentary gift box to put under the tree. These gift boxes hide in plain sight in the shape of wine bottles and video game controllers.
The campaign surrounding Give the Gift of Weed features marketing influenced by vintage beer advertisements and Norman Rockwell.
What's Driving This Trend
- Cannabis-inspired Holiday Gifts
- The trend of offering cannabis products in gift boxes designed to resemble traditional holiday gifts highlights how cannabis is adapting to mainstream gifting culture.
- Inconspicuous Packaging
- Innovative packaging that disguises cannabis as everyday items, such as wine bottles and video game controllers, shows a move towards making cannabis socially acceptable and discreet.
- Retro-inspired Cannabis Marketing
- The use of vintage beer advertisement aesthetics and Norman Rockwell influences in cannabis marketing marks a shift towards nostalgic and familiar branding strategies.
Who This Affects Most
- Cannabis Industry
- Shifting consumer perception through sophisticated and clever packaging suggests growth in cannabis as a mainstream gift option.
- Packaging Industry
- Demand for unconventional and discreet packaging solutions indicates a new market segment within the packaging industry.
- Advertising Industry
- The blending of retro aesthetics with modern cannabis products creates an opportunity for innovative and nostalgic advertising campaigns.
