Role: Lead Copywriter

CD: Matthew Moffatt

Brief:

People can be reluctant to try (or return to) cannabis for a variety of reasons. Safe products, lower dosages, and an easier path to consumption can make it more accessible for people who may be looking for an alternative way to get their “buzz’.

Request:

Establish a brand voice and craft web-ready copy for a new cannabis-infused beverage that aims to emphasize the communal experience of low-dose cannabis. Include:

• Tagline

• Homepage copy

• Product titles/descriptions

• Below the fold mission statement

• “About us” description

• FAQ copy

• Mission statement

• Build a content strategy focused on informative content.

Execution:

HighTide gives people a fast-acting, low-dose method for trying, or consuming, cannabis safely. To off-set potential reservations about the reason why you might consume cannabis, we agreed to run with a tagline that focuses on communal experience.

Along with my creative director, we implemented a call-and-response section of the website dedicated to sharing “high thoughts”. Not only could this generate UGC content, it can also connect users to the brand idea of connectivity — what group of cannabis-enjoyers haven’t floated around a (often ridiculous) thought-provoking question?

Throughout all of the delivered copy, I made sure to emphasize the notion of authenticity and the fast-acting low-dose experience. You might have tripped out on your cousins super-high-dose “pot” brownies in highschool … but have you tried drinking a HighTide?