Spooky season is in full swing, and to mark the occasion cannabis dispensary Embarc has launched a new brand dubbed the Devil's Lettuce.

The quirky ad campaign to promote it draws inspiration from movies of the Reefer Madness era and equates the stigma of cannabis consumption with monsters and villains from retro Hollywood horror flicks and PSAs.

Courtney Zalewski, chief brand officer at Embarc, joined Adweek's community editor, Luz Corona, and Europe brand editor Rebecca Stewart, to talk through the in-house work, why now was the right time to launch it, and getting buy-in from the top for a comprehensive multi-platform campaign.

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Sources: ¹ Fortune, August 2023. ²Walmart internal data, January 2023. No endorsement of third-party data sources.  

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