Dark Heart Nursery is best known for its clone business. They have been supplying top-shelf starter plants to the best growers in California for many years.
In 2014, DHN hired EVB to help promote a new product line of low dose vape cartridges that were way ahead of their time. The product line, called Alchemy, blended botanicals and essential oils, like lavender, chamomile and vanilla, to create a series of effects-based products.
The Alchemy line was targeted to new consumers who were looking for a low dose alternative to getting super high. We positioned the Alchemy products as a way to enhance life’s experiences, rather than creating an overwhelming experience.
Reaching this new consumer through advertising wasn’t easy. This isn’t someone who’s spending a lot of time reading Dope, Culture or Cannabis Now. We needed to expand beyond the cannabis bubble and push our message into local lifestyle publicans.
In addition to running print ads for Alchemy, we also created a PR campaign that consisted of curating custom experiences (museum visits, concerts, walks in the park, etc) and then pairing these experiences with the best suited Alchemy product. These “experience boxes” were then hand delivered to the top lifestyle journalists in all of our markets.