If you’ve never heard of “Green Wednesday,” don’t sweat. It’s made up.

It’s another fake Thanksgiving-adjacent retail holiday. But for weed only. :)

Like most e-comm brands, Cann bleeds Green Wednesday into Black Friday and Cyber Monday, knowing these are key DTC selling days. But unlike other brands, Cann also utilizes these holidays as narrative-normalizing moments. For our 2022 campaign, we took two routes to normalize drinking cannabis during the holidays across varying consumer demos:1) for dispensary locations, a not-your-average “cousin walk” campaign and 2) for the online, alcohol-alternative consumers, a classic “Thanksgiving-eve” hometown drinks campaign.