(adweek.com)
Adam Devine has starred alongside a bevy of Hollywood heavy hitters, from Anna Kendrick and Rebel Wilson in the blockbuster Pitch Perfect films to John Goodman and Danny McBride on the lauded HBO comedy The Righteous Gemstones.
Next up for the actor, who also calls himself a “fit-fluencer and beverage entrepreneur,” is a bit of a departure from those high-profile projects: it’s an old-school, laugh-tracked sitcom for a streaming service where he’ll share the screen with a talking can of weed soda.
April Fools?
Given the timing, any confusion is understandable. But it’s an intentional misdirect and a key part of the marketing for Devine’s new product launch with Cann, the popular THC-infused “social tonic” with an A-list of its own that includes Gwyneth Paltrow, Rosario Dawson and Darren Criss as investors. “We want people to say, ‘Is this real?’ and then dig into it,” Luke Anderson, Cann’s co-founder, told Adweek. “There’s still so much education that needs to happen because only a fraction of consumers even know about Cann. In fighting the battle of relevance, we hope this will generate buzz.”
Devine, an unapologetic canna-fan, has collaborated with the brand on a limited-time flavor, Blue Rhuberry, anchored by original content that he’s starting to tease on his social media channels.
The product can be purchased on Eaze.
Adweek got an exclusive first look at the hero video, which includes a snippet of a fake sitcom called “Cann We Be Friends?” Leaning on purposely cheesy tropes, with Devine repeatedly mugging for the camera, the spot introduces the flavor and an anthropomorphic can of Cann.
Seth Yakatan
Known for solutions that yield results, Seth Yakatan has completed or advised on acquisitions and corporate finance transactions totaling over $3 billion. He is CEO of Katan Associates International—a financial strategy and merchant banking firm specializing in commercialization and asset monetization—especially those within life-science and e-commerce sectors.
Source:
https://www.adweek.com/brand-marketing/adam-devine-wants-to-get-you-high-or-not-with-his-new-cann-drinks