Redefining the summer sip

Cannabis-infused beverages (CIB) are still a new frontier for most Canadians. For Truss Beverages, the challenge wasn’t just introducing the category—it was getting consumers to rethink where they shop for their summer drinks. After all, when it comes to refreshing beverages, Canadians flock to the LCBO, with alcohol reigning as the drink of choice.

So, we thought, why not crash the party? Enter the Local Cannabis Beverage Outlet: a bold, cheeky campaign designed to position cannabis retailers as a destination for adult beverages. By sparking curiosity and turning heads, the campaign drove awareness of CIB and helped Truss Beverages carve out their place in the summer drink lineup.

The Game Plan

Making a Statement: We transformed Toronto’s Miss Jones Cannabis into a pop-up Local Cannabis Beverage Outlet, complete with window wraps and visual cues that mirrored the iconic LCBO, driving home the message: cannabis stores sell drinks too.

Earning the Spotlight: Press releases social amplification, and an exclusive CEO interview with BNN Bloomberg put the campaign at the forefront of industry conversations. A timelapse of the storefront transformation brought buzz to social media, sparking 280 organic retailer posts—a 190% lift in engagement.

Retailer Buy-In: The campaign expanded beyond Toronto with over 1,200 retailers nationwide displaying window decals proclaiming “We Sell Drinks Too,” making this a collective effort to champion CIB across Canada. 

A Fashion-Forward Twist: We didn’t stop at beverages. To add even more summer flair, Truss’ Little Victory brand partnered with Toronto designer Hayley Elsaesser to launch a limited-edition capsule collection. The line featured size-inclusive, gender-neutral pieces like bucket hats and tote bags adorned with playful, fruity prints—a visual ode to celebrating life’s small wins. The collection, released in waves, kept the buzz going all summer.