CRUEL partnered with Glenn's Edibles to launch a new product line of cannabis edibles and increase brand awareness for the launch, using a combination of video content and in-store retail activations. The program aimed to cultivate retailer relationships, leverage social media, and emphasize the brand's unique selling proposition—breaking free from the monotonous flavors common in cannabis edibles.

CRUEL planned and executed the launch program, incorporating video production to highlight the distinctive rippled flavor and vibrant flavor profiles of Glenn's Edibles, and to convey the brand's nostalgic inspiration. Additionally, in-store retail activations were designed to cultivate relationships with retailers and to increase product visibility. These efforts were bolstered by a robust social media strategy to drive contest engagement through Instagram.

The launch program successfully brought Glenn's Edibles to market, increasing brand awareness through content, in-store retail activations, and driving social media engagement. By highlighting the brand's unique rippled flavor, the campaign conveyed the brand's uniqueness and positioned it distinctively in the cannabis edibles market. The strategies helped cultivate valuable retailer relationships and successfully raised awareness for the new range, available through select retailers.