The Devil’s Lettuce



After selling out within 48 hours of its Friday the 13th release, California’s most trusted cannabis dispensary, Embarc, will restock The Devil's Lettuce on Friday, October 27th, with Halloween creeping around the corner. The product and surrounding campaign is a tongue-in-cheek tribute to the horror film genre while calling attention to the stigma surrounding cannabis consumption, comparing it to the great villains of horror films from the past.

In an industry that works so hard to be taken seriously, Embarc challenged that with The Devil’s Lettuce, using unprecedented creativity to market a cannabis line—packed with a product, a video trailer, a playlist, merchandise, and its own dedicated website which includes a timeline of Reefer Madness and videos of past anti-marijuana campaigns dating back to the 1950s. Even its pricing has intentional thought behind it: The Devil’s Lettuce retails for $16.66—or $666 for those too terrified to join Embarc’s Passport Club. The campaign has gained attention from senior editors at AdWeek and was featured on Muse by Cilo for their ability to capitalize on well-timed and socially aware themes.

The Devil’s Lettuce was created as a reprieve for those who work day in and day out to rectify past wrongs in the cannabis industry. Those who know there is no reason to fear a plant. The Devil’s Lettuce has taken cannabis marketing and product design to the next level and can be used to challenge outdated stereotypes

This professional campaign titled 'The Devil’s Lettuce' was published in United States in October, 2023. It was created for the brand: Embarc, . This Experiential and Integrated media campaign is related to the Cannabis industry and contains 6 media assets. It was submitted 6 months ago.


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