Cresco Unveils California Ad Campaign
November 12, 2019Chicago, Illinois-based Cresco Labs has announced a major advertising push in California under the “Excellent Everyday Cannabis” banner. The campaign is focused on retail consumers and marks a shift toward the recreational market for the company, which has previously focused more on medical markets in states like Pennsylvania and Illinois. The goal of the campaign is to position Cresco’s cannabis brands as complementary to consumers’ everyday lives. The ads will step away from the aspirational and special occasion-focused ads Cresco has noted in the market, and present its cannabis as a high-quality lifestyle product.
“This campaign is Cresco Labs’ most significant market push to date and the first large-scale, multi-channel advertising initiative for Cresco targeting California consumers,” says Cory Rothschild, senior vice president of brand marketing. Excellent Everyday Cannabis will include out-of-home ads in Los Angeles, San Diego, and San Francisco, plus print ads in the San Francisco Chronicle.
To bolster the campaign’s reach, Cresco and digital advertising company Centro have also placed ads in Condé Nast digital publications—like GQ, Wired, Pitchfork, and Bon Appetit—and Penske sites such as Rolling Stone, Variety, and Deadline. The Excellent Everyday Cannabis campaign will run for three months, according to Rothschild, who declined to provide a budget for the push. Cresco’s portfolio includes its namesake cannabis brand, as well as the higher level Reserve, Mindy’s Edibles, and medicinal label Remedi.—Shane English
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