Cannabis has been legal in Canada for six years but people are still buying illegal products. They’re not safe. So, agency, LG2 has created a message for government-owned corporations, The Ontario Cannabis Store (OCS) and the Alcohol and Gaming Commission of Ontario (AGCO) to deliver to Canadians – untested illegal cannabis is a Buzzkill. It’s not their first campaign to target the problem, but while earlier Buy Legal campaigns focused on digital and in-store outreach, Buzzkill is the first time the OCS is engaging directly with cannabis consumers at the street level.
The campaign began with a pop-up cannabis store called Buzzkill that provided subtle hints it was authorised cannabis retailer. But rather than selling cannabis, its Buzzkill-branded mock “products” highlighted the dangers of illegal, unregulated cannabis: The label on cannabis-infused Pesti-Cider highlights the product’s dangerous levels of pesticides. Magic Mould has mould, and Funky Fudge has toxic bacteria like E. coli and salmonella.
For example, the satirical beverage Pesti Cider warns, “What gives this cannabis-infused cider its signature oomph? We like to think it’s love. But realistically, it’s probably our unregulated use of toxic pesticides. Don’t worry though, we’re like pretty sure it doesn’t have any long-term effects …”
OCS President & CEO David Lobo acknowledges that Buzzkill is a departure from the norm for the provincial distributor of legal cannabis, whose mandate includes promoting social responsibility in the cannabis sector. “This activation might make people a little uncomfortable with its directness and transparency,” he stated. “But we need Ontarians to understand that they can’t trust the safety of illegal cannabis.”
Awareness of the pop-up was fed through organic and paid social media on Meta and Snapchat and by legal producers and retailers “discouraging” people from visiting this illegal pop-up. There were also wild postings on telephone poles and construction walls in the blocks surrounding BUZZKILL, inviting Torontonians to get “free stuff.” The pop-up was supported with the digital videos.
Unlike regulated cannabis, illegal cannabis is not tested for contaminants such as heavy metals, toxic levels of E. coli, Salmonella, mould, or illegal pesticides. Illegal edibles carry further risk due to inconsistent THC dosing, leaving consumers uncertain about potency. Also, illegal cannabis products aren’t traceable through a Certificate of Analysis (COA) or Statement of Attestation (SOA). This traceability allows for product recalls and ensures the ongoing safety of the legal market. The only way for cannabis consumers to be certain about their products is to look for the Cannabis Retail Seal window sticker or symbol when shopping in stores or online.
“We decided to lean into ambiguity as a way to challenge the misperceptions surrounding the illegal cannabis market,” commented Josh Stein, chief creative officer at LG2. “Our goal was to create an experience that’s not only buzz-worthy but also interactive and packed with valuable information.”
The Stats
- A recent study conducted by the National Research Council on behalf of the OCS and Ontario Provincial Police showed that 86% (19 out of 22) of the illegal cannabis samples tested contained multiple pesticides – in many cases at levels several hundred times above Health Canada’s limits.
- In a recent survey conducted on behalf of the OCS, 62% of all Ontarians aged 19+ ranked “no quality control or assurance of product safety” as one of the top three downsides of illegal cannabis. Despite all this, 46% of cannabis consumers continue to buy from the illegal market, emphasizing the importance of consumer education.
- A robust network of more than 1,700 authorized retailers across Ontario gives consumers access to a wide assortment of tested legal cannabis. However, there is still confusion around where illegal products are found:
· 1 in 2 Ontarians believe illegal cannabis is primarily sold through “dealers,” creating an opening for illegal stores and websites to mislead consumers.
· 2 in 3 Ontarians believe that if a cannabis store is open, it must be legal.
“Ontario’s licensed cannabis retailers are held to the highest standards of safe and responsible product sale,” added Dr Karin Schnarr, CEO & registrar, AGCO. “When Ontarians see the Ontario Authorized Cannabis Retail seal, they can be confident they’re buying from a safe, responsible and legal retailer.”
Credits:
Client: OCS (Ontario Cannabis Store)
Chief Customer Experience Officer: Alexandre Jalleau
Vice President, Channel Strategy & Digital Experience: Janet Ihm
Senior Manager, Marketing: Kimberly Lang
Marketing Specialist: Angela Bosilkovski
Agency: LG2
Chief Creative Officer: Josh Stein
Vice-President, Executive Creative Director, Design: Ryan Crouchman
Vice-President, Strategy: Keith Barry
Vice-President, Client Services: Shelly-Ann Scott
Creative Direction: Rana Chattejee, Jeff Cheung
Copywriting: Scott Hildebrant, Daniel Kanhai
Art Direction: Kyle Winsor
Design: Jessica Brasil, Adam Globa, Erin Struble
Strategy: Mike Strasser
Content Strategy: Nikole Patterson-Hurst
Client Services: Krista Findlay, Luke Whitty, Shilpa Chandra, Geraldine Sebastian
Production Design: Lisa Ye, Briar Koski, Dylan Hamilton
Agency Production (Creative Production Services): Tara Greguric, Tracy Haapamaki
Agency Production (Integrated Production Services): Christine Malacas
Experiential Production Partner: WXM
Merchandise Production Partner: O2O, GAS
Media Partner: Initiative
PR Partner: Glossy
PR Specialist: Shannon Stephaniuk
Production Company: Nimble Content
Director: Erica Orofino
Executive Producer: Andrew Lynch
Line Producer: Kyle Welton
Editorial Company: Recess Post
Executive Producer: Tanja Harney
Assistant: Benjamin Sagar
Editor: Joey Whitelaw
Online: Brett Blackwell
Post Production: Studio Feather
Colourist: Kevin Wu
Executive Producer: Jaclyn Morga
Music & Sound Design: Eggplant Music + Sound
Producer: Laura Merrett
Director: Jamie Pennock
Engineer: Benjamin Spiller
PR: Shannon Stephaniuk, Glossy
