Curious About Cannabis?
Cresco Labs, Illinois largest cannabis manufacturer, had a unique challenge: combat 50+ years of misinformation about their main product. In late spring of 2019, Illinois Governor Jay Pritzker signed a bill into law that would legalize recreational cannabis on Jan 1, 2020. With so much misinformation already in the marketplace, we had to work fast. We had people who were excited and couldn't wait to Cresco Labs, Illinois largest cannabis manufacturer, had a unique challenge: combat 50+ years of misinformation about their main product. In late spring of 2019, Illinois Governor Jay Pritzker signed a bill into law that would legalize recreational cannabis on Jan 1, 2020. With so much misinformation already in the marketplace, we had to work fast. We had people who were excited and couldn't wait to walk down the sidewalk and smoke. Conversely, there were people who thought the very foundations of society would come crumbling down. Our strategy was simple: everyone has questions but only we can provide the answers. We wanted to provide education without dampening excitement or enthusiasm for our products. To reach as many people as possible, we partnered with Cannabiz Illinois to get our message out there. We gathered as many real-life questions as we could and answered them on cbail.org. To promote our website, we brought these questions into the real world through bus shelters, billboards, magazine ads and social posts.
The results were clear: People were curious, but excited. Those who thought they could consume in public better understood the laws and those who feared legalization understood that protections would be in place to prevent underage and overconsumption.