This integrated campaign granted our agency the pitch.
Our Insight: The key to Sundial’s simplicity and success is the portfolio of cannabis strains that are good for different parts of your day and their associated need states.
In a category saturated with the launch of new brands trying to gain market share, how do we stand out? To create and entrench brand awareness we must own something that no other brand can. The idea needs to disrupt, but still stay true to the Sundial brand tone of simplicity.
Inspired by the Sundial name and various day-parting strains, we used time as our creative device to create a campaign that no other brand had the right to claim.
It’s about time that cannabis is legal
It’s about time to break the stigma
It’s about time to smoke proudly
It’s about time to enjoy it any time
It’s about time to learn to roll a joint
It’s about time to try cannabis again
It’s about time for a modern, natural alternative
It’s about time to meet Sundial
It’s about time