Color Cannabis – It’s a Mood!
Color Cannabis launched its new 2022 campaign anchored in colour theory, and it’s definitely a mood!
The ‘Just Add Color’ campaign is meant to educate consumers about the correlation between cultivar colours and their effects on moods.
“While Color Cannabis is instantly recognizable in the retail markets as one of the most visually disruptive brands for its use of vibrant packaging, the story behind the pairing of a Color cultivar and its respective pantone colour combination has never been told – until now,” said Nikki Thomas, Senior Marketing Manager of Commercial Brands, Entourage.
Working with Toronto-based creative agency Scale Projects, Nikki and her team, alongside ideation partner Smaller Agency, came up with the Colour Theory concepts to spotlight the connection between colour psychology and its effect on human behaviour and temperament.
Colour Theory1
What’s Your Mood?
Pedro’s Sweet Sativa
Teal – chill, soothing, encourages reflection and stimulates clear thoughts.
Mango Haze
Dark Pink – sensory, conversational, encourages activity and strong passion.
Blueberry Seagal
Blue – grounding, relaxing, unwinding, encourages intellectual activity.
Space Cake
Red – uplifting, energetic, grabs attention and encourages strong, warm energy.
Ghost Train Haze
Light Green – empowering, creative, energetic, stirs harmony and equilibrium.
Black Sugar Rose
Maroon – passionate, relaxing and dynamic, stimulates exciting thoughts.
The ‘Just Add Color’ campaign launched on International Women’s Day to honour the all-female marketing and promotional team that brought the concept of Colour Theory to life under the creative direction of Nikki.
From left to right: Savana Brown, Inside Sales Rep, Hanna O’Neil, Sr. Specialist Creative & Marketing, Nikki Thomas, Senior Marketing Manager, Erin Vu, Digital Content Manager, Sierra Koitses, Associate Marketing Manager
At Entourage, we are proud to celebrate our workforce that is approximately 50 percent female representation across all leadership levels, including supervisors, managers, and directors. Additionally, Entourage’s C-Suite is also 50% female. With a recent MJBiz study noting that the cannabis industry average stands at only 22 percent female representation, Entourage is leading the charge in the Canadian cannabis industry. #breakthebias
1 (Ref: Semantic Scholar: Relationship Between Colour and Emotions, 2004, retrieved 2021)