Cann has launched a limited-edition flavor, Blue Rhuberry, in partnership with investor and comedic actor Adam Devine and Eaze, the nation's largest cannabis delivery marketplace.
Featuring rhubarb, raspberry, blue butterfly pea tea and a microdose of THC, this limited-edition flavor comes in a 4-pack of hi boys (5 mg THC) and is available exclusively through Eaze in California. For the first time, Cann is launching this collaboration flavor in a "dry boy" Unspiked format nationwide, offering consumers the same delicious flavor of Cann without the THC.
"As a long-time investor in weed and Cann, I'm excited to partner with them on two new beverages — one with cannabis, and one without the fun," Devine said. "I often refer to myself as a ‘50s dad, but instead of pouring a glass of scotch, I crack open a Cann. I can't wait to get you all high — or not — with Blue Rhuberry."
To launch the product, the brand has debuted a series of ad spots written by Devine and Paul Scheer, and directed by Adam Newacheck of Workaholics. The first is a parody of the hit sitcom, “Friends,” titled “Cann We Be Friends” starring Devine opposite a personified can of Blue Rhuberry. The other features two versions of Devine in dialogue to demonstrate Blue Rhuberry as "one flavor, two choices'' – speaking to Cann's first-limited edition flavor being available in THC and Unspiked nationwide.
"We didn't intend to turn this collaboration into a national launch, but when we tasted the flavor, we knew it was so good that it had to be made in Unspiked. Thus, the dry boy was born," said Jake Bullock, co-founder of Cann. "At Cann, our mission is to offer consumers alcohol alternatives with flavor at the forefront. We're proud of Blue Rhuberry and are excited to bring this to market for those looking for a social buzz, or simply looking for a delicious spring time drink to sip on."
Cann is committed to creating better-for-you cannabis-infused beverage innovations. Devine joins Ruby Rose and Tove Lo as Cann's third celebrity investor collaboration with the launch of Blue Rhuberry.
"Adam was one of our earliest advocates, and has been a trusted creative collaborator for years,” said Luke Anderson, co-founder of Cann. ‘We are so excited to have him front-and-center for the first time on what is undoubtedly our weirdest product yet.”
This campaign is also the company's latest in celebrity-endorsed advertisements. Most recently, Kate Hudson, Darren Criss and Baron Davis were the stars of a holiday-themed spot promoting Cann and King St. Vodka collaboration.
Blue Rhuberry is available in cannabis-infused Hi-Boy 4-packs (5 mg THC per can) for $22, exclusively through Eaze, the nation's largest cannabis delivery marketplace for $22 at eaze.com. Unspiked 24-packs are available for purchase nationwide for $65 via drinkunspiked.com.
"Eaze was one of the first accounts to bring us on to their menu, and has believed in us since the very beginning," Bullock said. "They're one of our top customers and we have always been aligned on our corporate values and genuinely enjoy working with each other. They have a playful brand that works well with Adam and our natural spin on Blue Raspberry."
Bullock is set to deliver a keynote presentation during Cannabis Products Exchange, set for April 28-29 in Denver. To learn more and register, visit the CPX website.