The Man Who Got So High

As Missouri prepared for its first day of recreational cannabis sales, Buoyant Bob set out to capture the attention of Missourians and solidify Buoyant Bob as the most fun brand in cannabis.

To celebrate legalization, Bob decided to float his own river route by launching his musical career with an autobiographical single titled, "The Man Who Got So High." While traditional advertising poses strict limits for cannabis brands, Bob's album artwork and Spotify page allowed him to express himself through whimsical illustration to coincide with the catchy single, since it lived outside of paid advertising channels.

The song launched at "Buoyant Bob's Rec Rave and Record Release" party in St. Louis on the opening week of recreational sales. The cannabis consumption party was the first public event of its kind in Missouri, and created a jovial environment for people to enjoy "The Best Bud for Your Buck" while viewing the music video for "The Man Who Got So High", and had a chance to get their hands on vinyl records and "The Man Who Got So High" merch. The song then became available on all streaming platforms at midnight.

A few months later on 4/20, Bob linked up with local acid rock band, Bo and the Locomotive, to create a trippy remix of "The Man Who Got So High." Then, house DJ Codes picked up the momentum with a mix that heavily samples Bob's song.

This nontraditional campaign has helped elevate Buoyant Bob, got people talking about the brand, and drove 48-hour sellouts of Bob flower across the state.