9How the Advertising Industry Approaches Legal Cannabis A Trade Press Analysis
In September 2018 a hip new brand called RIFF launched with an evening event in downtown Toronto. Complementing the brand’s street-art-inspired aesthetics, the RIFF Noir
party featured contemporary visual artists. Over the next year, RIFF continued to build its brand with lo-fi tactics, including street teams and stickering in major Canadian cities, and an Instagram feed of urban landscape and street art photography. This guerrilla-style promotion is common among lifestyle apparel brands targeting young adults cynical of traditional advertising, but RIFF is not an apparel company: RIFF is one of many recreational cannabis ...
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