A ridiculous launch for a flavor that deserved more than a standard product drop.
CANN had a new flavor to launch and a secret weapon: celebrity investor Adam DeVine. Known for his unhinged humor on Workaholics, Adam gave us the perfect excuse to lean into the ridiculous and launch with laughs.
We dropped a series of offbeat, irreverent teaser videos on April Fools’ Day, leaving people to wonder: Is this real? Is this a prank? Is Adam OK? ;
The confusion worked, curiosity spiked, and buzz followed.
Recognition
Ad Spots
CANN × Adam DeVine
Offbeat teaser films designed to blur the line between prank and product launch.
Pre-Launch Meta Ads
Post-Launch Meta Ads
Instagram Paid Ads
OOH
Billboards + Wild Postings
The joke expanded into retail and street presence, giving Blue Rhuberry a launch that felt bigger, weirder, and much more memorable than a standard flavor drop.
Product Shoot
Campaign Assets
Static product imagery that supported the launch across social, retail, and brand touchpoints.