LBS - SNOOP DOGG'S CANNABIS CO.
Agency: Merry Jane
Role: Creative Director
The Challenge: LBS is the Canadian line of Snoop Dogg's "Leafs by Snoop" cannabis brand. But in Canada, celebrity endorsement of cannabis is illegal, so we had to sell LBS without relying on the power of Snoop.
The Solution: We decided to lean into the brand's So-Cal roots, and I came up with a new slogan - "A Golden State" - a subtle reference to Snoop's home. This also established a new brand identity - a laid-back, chilled-out, sun-drenched Cali vibe - which we brought to life on website, banner ads and social. I oversaw the rebrand and wrote all the copy.