Putting the high into high street

Roll up! Roll up! If you were that stoned on Saturday night that you couldn’t be bothered to go out, you may have caught Channel Four’s Pot Night of programmes about cannabis.

Included in the discourse was a piece called Joint Ventures about the marketing of marijuana, should it ever be legalised.

And who is that, developing a brand of cannabis chocolates, complete with packaging? It’s none other than branding consultancy CLK. The what if? scenario put CLK into an almost real-life exercise of developing a non-smoking new product.

Imagine the naming sessions, with lots of product samples consumed. The insight might have been marvellous, but it could have taken days.

The resulting product is Seventh Heaven. Aimed at 25-40-year-old women, the box of 20 choccies is a premium product in appropriately luxurious maroon red and navy blue packaging with a gold logo.

Keeping a straight face and with dilated pupils, CLK managing director Chris Wood says: “We have created a brand which exploits the recent changes in market conditions and which effectively creates a new sector,” before bursting into giggles.

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