In 2018, Canada legalized recreational marijuana in plant form. But marijuana edibles were both illegal, and everywhere. Many looked just like real bars from big brands, including a knockoff Oh Henry! called Oh Herbie! Oh Henry! 4:25 doesn’t have any 4:20 in it, but not all retailers could tell at a glance that this bar wasn’t one of those illegal edibles. As a result many hungry stoners found store shelves empty of their favourite post-4:20 snack. To fill these distribution gaps, we created a 100% legal black market for 4:25 bars on Instagram by turning our biggest fans into dealers.
Experiential advertisement created by MDC, Canada for Oh Henry!, within the category: Confectionery, Snacks.