Wherehouse Beverage Co., maker of the WYNK cannabis seltzer, has launched its most extensive marketing campaign to date.
Themed "Get Together," this 360-degree program aims to foster genuine connections in an increasingly digital world. This campaign, fueled by WYNK's 300% year-over-year growth in June, will meet growing consumer demand and bring alcohol alternatives like low-dose THC seltzers further into the mainstream.
"Our consistent sales growth in liquor stores, bars and restaurants demonstrates a clear appetite for a new kind of adult beverage," said Angus Rittenburg, CEO and co-founder of Wherehouse Beverage Co. "People are replacing their alcoholic drinks with WYNK because it offers a similar social buzz, but without the downsides. Despite regulatory complexities and substantial investments in compliance to make our products available for consumers, the burgeoning demand for low-dose cannabis beverages is reshaping the adult beverage landscape in a way that can't be ignored. This 360-degree advertising campaign plays a crucial role in our ongoing regulatory battle by mainstreaming the product and portraying cannabis consumption in a manner akin to traditional alcohol marketing."
The campaign message is: "It's seltzer, with a WYNK of THC." The visuals depict WYNK being enjoyed in familiar social settings, conveying a sense of comfort, approachability and social well-being.
"Get Together" will roll out across multiple states, with a major focus on Chicago, a city that has embraced the social consumption of cannabis beverages. Since its launch in November, WYNK has experienced a 75% quarter-over-quarter growth in the Chicagoland area, in large part from early adopters such as music venues like Thalia Hall, leading regional retailers like Binny's, and restaurant groups like 2Bears Tavern Group.
The "Get Together" campaign will utilize a diverse mix of media to reach adult consumers including:
- Out-of-Home Billboards and Digital: High-impact visuals will be displayed on traditional billboards, digital Soofa signs, trucks and pedicabs in marquee, high-traffic areas such as Wicker Park in Chicago, Fenway Park in Boston, Northern New Jersey highways, the streets of downtown Minneapolis, and across digital boards sprinkled throughout Nashville and Ohio.
- Guerilla Wild Postings: Street-level engagement will be amplified through wild postings in Manhattan, Brooklyn, Northern New Jersey and Chicago, along with a WYNK mural in Maine.
- Robust Digital Campaign: User-generated content and influencer partnerships will showcase celebrations and the joy of in-person connections.
- Events & Sweepstakes: WYNK will have a presence at street and music festivals, offering product samples and promoting a "Dream Getaway" sweepstakes.
