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Weeds in Sweden: Cannabis Direct Marketing!

 

Posted on November 6, 2008
Jérémy Coxet

 

These last few years our TV Guides seem to be getting cluttered by new shows. Case in point: Heroes, House, Lost, Grey’s Anatomy, Desperate Housewives, and Prison Break. And that’s not even mentioning the horrible Reality TV shows that keep cropping up. In this cluttered TV environment, what can a channel do to get audience attention as it launches yet another new series?

Dexter turned to gory guerilla marketing and “gotcha” viral marketing.

For the launch of the new Swedish series Weeds, the communications agency “Le Bureau”, sent a very surprising PR kit to journalists and hire-ups at media agencies. What did they send them? Hemp (obviously the type without THC) rolled up inside “joint-like” packaging.

Ah! If only LeBureau had managed to get cameras into those buildings to capture the reaction of the employees and their managers as they opened up the packages! That would have been a sure buzz hit.

This type of operation is doubly successful as it gets significant free media PR and Internet visibility. We are reminded of other campaigns done in the same vein; for example, ESPN’s gory eyes and Bonne Maman Yoghurt’s creative BuzzKits (containing a customized fridge!).

This PR idea might have been a complete failure had it been carried out in the US. However, it is no secret that Scandinavian countries seem more tolerant of drug use than we are over here. This is not to say that Scandinavian governments don’t do their part to keep people off drugs. Do you remember the Norwegian government’s drug simulator, created to curb drug use?


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Sources:
- The article on www.culture-buzz.fr
- AdsOfTheWorld
- Adapted by Jessica Hartstein


 

Comments

1. Friday 7 November 2008 attime 21:40, by omer rosenabum :: Great Guerilla

Not only a great Guerilla, but also a great series. TV6 did it big time with Weeds.

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